They are going to publish a paper. Its a sad reality that so far AMDs marketing has done a very poor job with the demo's and statements that they have made, they have built quite a lot of distrust with each lie/half truth they have delivered. But that paper has the potential to fix the problem, to deliver a clear truthful and technically sound message on the technology and how it works so it can be assessed on that basis. At this point I think they have a 60% chance of blundering the white paper as well, but maybe just maybe it will be written by someone competent.
A lot of companies have this problem, they have a marketing team who wont allow anyone in the company to talk to the press or publish papers (normally for good reason) and they themselves never get deep enough to understand a technology and start miss-selling it. AMD happens unfortunately to have a team that seems to be making a lot of wrong moves but the paper has a decent chance of fixing that depending on who writes it and to what level its targeted. They wouldn't be writing it if the message hadn't come under a lot of scrutiny due to the problems with it. If its just a lot of finger waving at Nvidia for making a "propriety" version and the same level as the current reveals its going to get them no where, it might even do more harm than good. They created this mess and they need to fix it.
I want to see this succeed, I don't want to be buying monitors and GPUs from Nvidia and being forced to get a 880 GTX just to keep gsync in the future, I want the option. What I really want is either card working on all monitors that is basically what we all want. AMD's solution has more potential to be that if they get it right based on their approach.