I'm sure there is a technical term for this that I can't think of, but it is important to remember that both Intel and Microsoft are accustomed to controlling their overlapping marketplace. For quite a while they've more or less been able to dictate what PC's will be built (moreso Microsoft than Intel), by whom, how they will be sold, etc. They don't want to have to respond. They want to set the terms. That power is slowly slipping away from them.