I mean, they were trying to sell incremental advances in top speed to people who were buying 20 year support contracts for IBM mainframes to run their legacy COBOL code. They obviously didn't value faster computers, they wanted stability. Having to recompile was just out of the question. And x86-64 was just the thing to get them to upgrade: they could continue running their same crufty code on the same processors that their new code could run on.
The mobile and very low power market, however, will never be taken over by x86. The architecture is just too power hungry, which means batteries need to be large and heavy and more expensive. Phone manufacturers gladly pay premiums for every incremental performance boost, as long as it doesn't consume more power. And the backwards compatibility problem doesn't exist. People throw their phones out every year or two anyway, and nobody has any legacy software they need to keep installed on their new phone. In other words, this market is ripe for ILP, predication, etc., that push off scheduling and branch prediction and other energy hungry tasks onto the compiler.
Funny how now they really want into the very low power market, but have abandoned all the ideas that could given them an edge up.