They are, it takes years to make meaningful changes meanwhile a marketing campaign can be done in months.
Edit: I felt they'd found one organisational solution to this after the netburst bust, what with their R&D branch in Israel (?) working on an alternative (pentium m and what would become the 'Core' architecture) without too much disturbance and avoiding the pitfalls of working on competing products?
But there are only so much your engineers are allowed to do when competing with the company's current cash cow.