This was obviously going to happen though a bit inaccurate, freesync is the AMD software side. Intel won't support it but they will support adaptive sync and yes, open standards for the win.
Will Intel come up with their own name and have screens branded with it is the question, will they charge to certify the screens as Nvidia do with sli/gsync/3dvision, as that is pretty much the biggest cost.
Hopefully we will be in a situation where any adaptive sync screen will free of charge get certified with AMD and Intel with no additional costs. At some point in the future Nvidia will cave when you have two basically identical screens, one supports all Intel and AMD apu/gpus and costs £100+ less than the other screen that likely only supports Nvidia gsync.
This is the thing about open standards, Intel is adopting adaptive sync which isn't owned by AMD, this both looks better for Intel and they can have more faith in something AMD doesn't control. Lets say Intel licenced Gsync from Nvidia in some fashion and incorporated hardware/software to allow them to use the screens. One Intel would be seen as only providing it thanks to Nvidia and they are subject to any changes Nvidia make in the future.
Why is 3d dead? Because you have two GPU makers and one kept trying to force the industry to go with a closed standard, beyond a few titles people just weren't interested in working towards a closed standard.