I never quite got why anyone would have wanted an Atom (x86), powered Samsung Device
Consumers really couldn't care less about the chip but manufacturers will generally buy from the cheapest supplier. But even when Intel was effectively giving the chips away manufacturers weren't very interested.
Losing mobile is seen by many, including Intel, as the beginning of the end of x86 dominance. Once x86 compatibility is not seen as essential, Intel can expect to see market share and margins elsewhere start to plummet.