While you might have missed that Intel already is the largest GPU vendor in the world for years (gaming is small compared to B2B sales), you are right, anyway. When offering intel CPUs implies having to buy their GPU, the air will become thin for excellent integrated chipset offerings as Nvidia's. Instead of pushing customers through secret, anti-competitive contracts, they have just changed their product lineup. Want a CPU? Fine, but you can't have it without a GPU.
It will be interesting to see, wether Apple will get special treatment. The have already semi-officially let a word slip out, that they are not interested in the Arrandale GPU and won't use it. It's just not powerful enough for their GPU-laden OS and application lineup compared to Nvidia's chipset offerings.