If I make wheat and you run a bakery I might offer you a 30% discount for the next 5 years, but only if I'm your only wheat supplier.
This sort of arrangement allows us to spread the risk of market uncertainties over that period.
I can then build extra capacity, and you get a cheaper product, or one with less price uncertainty.
Maybe we should do away with this, and say that bakeries must buy wheat like airlines buy fuel, i.e. through more complex financial instruments.
Now, I may be doing this because I'm one of only two companies making wheat, and I'm looking to drive the other one out of business. That's basically what Intel was doing here.
But it's not clear to me that we should conclude that exclusivity deals in general are bad.