Is this like the Karatsuba algorithm, where it's theoretically faster but not actually faster when run on real hardware? Btw, it's worth noting that if you know that the result will be symmetric (such as is the case for X * X^T), you can make things faster. For example in cuBLAS, cublas*syrk (the variant optimized for when the result is symmetric) IME isn't faster than gemm, so what you can do instead is just do smal…
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If they're wrong to speculate, well, there's a whole paper you can just go skim to find the bit that rebuts them.