> And most of them will be choosing between AMD and Intel for the next several years, at least, unless someone surprises with a high-performing ARM chip (and Microsoft fixes x86 emulation performance on ARM.)

Crystal ball tells me that someone will likely be Microsoft. If Microsoft has high performance Surface chips, there is little in the way of them licensing it to OEM partners. Intel, AMD, Qualcomm, etc... won't be able to compete with MS, due to the vertical integration between the Windows operating system and Microsoft silicon.