This is typical of a large companies unwillingness or inability to change their basic thinking, what has worked previously will still work to-day e.g. the decline of the x86 designed cpu's. The rise of an alternative has been coming and the existing players have completely missed the boat and are now trying to play catch-up. AMD changed its thinking about 2-3 years ago and has taken an lot pain since. It now looks like Intel will have to do the same. This is very similar to what has happened with the auto makers. Just hope that they will not cry poor to governments, or else it could be a chapter 11 government bail-out all over again.