Intel have a huge market share, 80% +, just like Nvidia. This is Intel's version of gameworks, and there's nothing that AMD, with it's small market share can do about it.
Intel might have 80% market share in OEM dual core desktops and 4 socket 20~ servers segments I can’t really think of many others, maybe areas of the mobile market but AMD having been making huge inroads to those.
I don’t think Intels or even Nvidia's position is anything like as rosy as you think. Definitely not in the areas this program is relevant.