One story I see here as similar to what has been happening to the GPU business: Intel controls the access to the CPU, and therefore they will have an advantage because they can hold the competing solutions at arms length over PCI.
The link is just the first result I got back from Google, but, for example, 20x perf upside claimed: http://www.extremetech.com/extreme/184828-intel-unveils-new-...
The other takeaway, for me anyway, is that these are interesting times because hw architecture and hw/sw co-optimization appear to be gaining in importance (i.e. because Moore's law is slowing).