Intel are playing marketing "warfare" strategies...
Intel are going for the sell fear move, selling via pushing effectively lock in into Intel only security features and they are looking to the so far ARM dominated embedded markets which have "explosive growth potential" (actually already are starting to explode), with the billions of devices.
Its basically what I said yesterday, (i.e. http://forums.theregister.co.uk/post/845847)
In their own desktop market Intel are playing a classic defensive marketing warfare strategy as this bolsters their desktop etc.. dominate position, but also as they don't dominate embedded markets they are playing a flanking marketing warfare strategy where they hope to lock in customers by fear (as they usually do) via x86 compatibility fears combined now with the new Intel only security feature fears, in doing so, it out flanks ARM to cut off their market without directly competing with ARM on performance. Intel are trying to corner and dominate the embedded market the way they dominated the desktop market. A big gamble but that's what they are playing for.
(You can see these marketing strategies listed here)...
(They call it warfare as it borrows market dominance tactical concepts from warfare).
Frankly I utterly hate this Intel move. There is no way in hell Intel have got some magic fool proof hardware security feature so its all marketing spin to sell their products. Even if they have some new security feature history keeps showing someone will hack it sooner or later. So they are going to have to go for marketing spin to sell their products, which exactly what this buying McAfee move is all about.
They won't win over technical people as they can see through these mind games, not least because they can see how poor Intel are on battery life etc... so the target audience for this business move isn't technical people, its aiming to market at the much bigger non-technical people market using emotive means.
I'll leave the last word to the late great Bill Hicks again as he talks about exactly these marketing types in society...