HP is changing its Voodoo tune

After purchasing the gaming and PC enthusiast brand in 2006, HP in 2008 began using the Voodoo name beyond powerful gaming PCs. It painted the name Voodoo and VoodooDNA on high-end HP notebooks and desktops, and talked up their premium engineering and design. They used the analogy that if the HP brand were a Smart Car and Compaq were a Chrysler, Voodoo would be their Maybach.
But a year later, HP's consumer PC lineup contains little trace of the Voodoo branding. HP had introduced the HP Blackbird with VoodooDNA and more recently HP Firebird with Voodoo DNA. Both are nowhere to be found on HP.com. In a more recent example, a new notebook, called the HP Envy was released last week. A year ago it was called the HP Voodoo Envy 133. Though the updated model takes some Voodoo ideas like the thin profile, quick booting, the power adapter, and packaging, you'd have to be a Voodoo fanboy to know Voodoo had any sort of influence at all on it.
So what gives? It seems the Voodoo team didn't have much to do with the Envy, despite its sharing the same name with older products. In the same post, Sood that Voodoo is "transitioning from 'desktop and notebook' manufacturing to something beyond." While it's unclear what "something beyond" means, he hints that besides HP taking some design and engineering cues from Voodoo that the company he founded didn't quite fit into HP the way Sood had initially expected.
HP representatives, when asked for clarification, said there's no reason for concern: their Voodoo plans haven't changed, even though a few Voodoo computers seem to have disappeared from their product line. HP says they were limited edition designs.
Essentially the high-end products that the Voodoo name gets attached to are harder to scale at the manufacturing capacity that is normal for HP products. But when pressed on the lack of any recent Voodoo and HP co-branding, HP said we can "expect to see the Voodoo and VoodooDNA products come out at about the same pace as they have since the acquisition." If the three-year history of the deal is a guide, it looks like that means once every year or two.
That may be disappointing to some. But it was clear from the beginning that the acquisition of Voodoo by HP was for high-end cachet, not big gobs of customers. Voodoo was a Calgary, Canada boutique PC maker turning out custom gaming machines. Each computer was built by hand for enthusiasts willing to pay for machines that sometimes started at $5,000 each.

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