Microsoft Pledges to Use ARM Server Chips, Threatening Intel's Dominance
This could well be a negotiating strategy to rejigger the relationship with Intel.  Dell did exactly the same thing a number of times for similar reasons.So all you do is: put out some press releases, ramp up some hires, put out some glossy product roadmaps.  Intel starts to get separation anxiety and flinches: well, maybe they can afford to come closer to AMD prices for another year. They kiss up and you back out of your false posturing. Rinse and repeat every few years.