It's not so simple as tying this as a relationship with Intel.
It really does cost money, substantial millions of dollars in salary to field the necessary headcount required to manage an AMD account, to manage an AMD marketing campaign, to manage an engineering team (plus the engineers) who would be tasked with creating AMD-based products (different mobo, different supplier chain, etc.), to manage the shipping and distribution channels, to manage tech support and warranty claims, etc.
Any company who is striving to ship HUGE volumes of product so as to nail a cost-point such that their margin structure remains intact (or is improved upon) is going to look approach the scenario as "I am going to need to nearly duplicate and double a huge swath of my mostly costliest level of middle-management just to get this thing off the ground and ship my first unit, how long do I need to wait until I can expect that investment to ship it's 50 millionth unit?".
To have a product that customer's might want is one thing, to figure out how your own cost structure is going to be able to support the creation of a product line entailing that product at a margin point that your shareholders will be happy with is a completely different concern.
And to be sure sometimes such a business approach is 150% full retard, just look at Otellini's admitted goof over the iPhone opportunity. But that is when AMD (or Apple) needs to take the bull by the horns. Apple did it, not sure what is or was AMD's excuse in the time of the A64. Failure to execute I suppose, should have hired Steve Jobs as CEO instead of Hector.