Intel is lucky that Apple appears to have a barely concealed desire to kill the mac mini,
You could just as easily say "Gigabyte is lucky that Intel appears to have a barely concealed desire to kill the NUC."
I guess this is progress. People used to argue about which vendors offer the best values, but now they argue about which vendors hate themselves and their users to the least suicidal degree. Instead of "Apple sucks," it's now "Apple hates itself, second only to how much they hate you, the customer." Instead of "Intel's machines are a bit expensive compared to the OEMs who use the same Intel CPUs," it's "Intel sure is lucky that they aren't the most self-loathing computer builder out there," and so on.
I always knew psychology played a big role in branding, but now we're admitting it even to ourselves, while we buy their stuff. It just goes to show that whoever said "knowing is half the battle," was wrong.