So Intel's shareprice is going nowhere and profits are down Google it you lazy fucks
So they are pretty much desperate for any line to bring up profits before their share price tanks.
Right now Intel more or less owns a saturated shrinking market and is in a death grip with AMD over this dying market.
This means the only way to increase their profits is marketing marketing marketing and if you have ever met such people they the disgusting positivy++ feelgood posers you see in movies.
So naturally they will jump on any progressive movement thinking they can "synergise" with it and increase PR.
Of course it will tank, they don't get thier own market or customers. Intel smashed AMD with superior processors, not with this garbage.