SGX -- More than speed
It is tough being in a market that you only compete on price/performance. So Intel is trying to add features. One is SGX, which enables code to run in "enclaves" that cannot be accessed by the O/S or anything else. A bit spooky, but novel and riddled with patents.
If you have an application that relies on SGX, you will not go AMD even if it is faster and cheaper.