Then there is the power amplifier market and other areas where TI isn't even a player.

CNN: Business: Inside the Semiconductor Boom

The other problem is that the bright boys at TI aren't the only ones to notice DSP's promise.

FORBES: Beyond the sunset

That's partly because there still aren't enough female line managers below Ms. Lovett, says TI's Ms. West.

WSJ: TI Battles a Line-Job Gender Gap

Now auto production has doubled year-over-year and TI's sales are up more than 20%, but Kozyra isn't interested in borrowing a dime.

FORBES: About Joseph Stiglitz