This is really the slow and inevitable death of desktop computing in general; not just the death of enthusiast PCs.
More and more people are using tablets, laptops, phones. Before we know it, the largest market for Intel will be small-form computers.
Think 5-7 years down the road. Imagine how much processing power laptops will have? Or for that matter, imagine how much power a small computer (think smaller than HTPC) will have?
Intel is only preparing for the future, and it's good they are starting now. The industry is changing; it wasn't always going to be like this.