What if your laptop or tablet or even smart phone plus a wireless controller plus a good internet connection is all you needed to play anything, even full blown AAA games on your big screen with a Steam like backend to keep track of everything for you? Or play your games on any device anywhere there's a good enough connection with all the effects and eye candy at that the devices native resolution? That is a ginormous potential market.
Mantle, applicable to and making substantially more efficient, every level of the rendering path, is likely the final piece of the puzzle to make that model workable.
Slide 26 of DICE's APU13 presentation ...
Programmability Explicit Multi-GPU 
Explicit control of GPU queues and synchronization, finally!
‒ Implement your own Alternate-Frame-Rendering
‒ Or something more exotic.. 
Use case: Workstation rendering with 4-8 GPUs
‒ Super high-quality rendering & simulation
‒ Load balance graphics & compute job graphs across GPUs
‒ 20-40 TFlops in a single machine! 
Use case: Low-latency rendering
‒ Important for VR and competitive games
‒ Latency optimized GPU job graph scheduling
‒ VR: Simultaneously drive 2 GPUs (1 per eye)
From AMD's CES presentation ...
AMD Strategy: Cloud Lead in the Four Corners of Gaming
- Content
- Cloud
- Console
- Client
.................
Leading in Cloud through Best-In-Class Gaming Technology
-Key Strategic Partnerships (shows CiiNOW but mentions others in talk). CiiNOW is obviously their primary partnership.
From the CiiNOW website:
The CiiNOW Advantage
Innovative Streaming
Deployment Flexibility
CPU/GPU Virtualization
Cross Platform
End-to-end Solution
Fast Deployment
Multiplayer
Active Spectating
Pause & Resume
..................
Better Streaming — Dynamic streaming with up to 1080p support
Better Encoding — Supports both hardware and software encoding to optimize low-end and high-end gaming
Better Quality — Graphics are crisp and high definition
Better Virtualization — Runs on ANY hardware and is optimized on a per CPU/GPU/Game basis
Better Client — Lower CPU usage reduces minimum client device specifications
Better Latency — Lowest end-to-end latency on the market and significantly lower than consoles
..................
And so on.
Mantle latency and efficiency improvements apply almost across the boards.
This is another piece of the puzzle that clicked into place to further illuminate DICE's "Super excited about Mantle!" slide.
Mantle is very possibly the final latency/efficiency element that pushes cloud gaming into the truly feasible.
Also in my mind as I was saying how widely and speedily I expected Mantle to be taken up by the developers and publishers, though this is the first time I've posted about this angle. Developers that don't incorporate Mantle will be at a competitive disadvantage with mobile devices, laptops, desktops, Steam devices and Cloud Gaming. If I could piece this together from the slide decks and various post event Q&A sessions it's hard to imagine there are any developers or publishers that couldn't also. That's why I consider Mantle a done deal at or near 100% adoption by all the major players.
It's all there in the CES, GPU13 and APU13 slide decks waiting to be considered valid at face value, grasped and then interconnected and fitted into AMD's United Gaming Strategy whole.