For those old enough, you will remember the big "Genuine Intel" and "AMD Clone" stuff of the 1990s and 2000s. Well, since AMD64 is the architecture now and Intel is the clone, they have a lot of their own marketing to live down. Now it's genuine AMD and Intel is the clone. So decades of mocking clones as being garbage and only the owner of an architecture is supposed to be any good, Intel is now the clone and will be for the indefinite future - no one expects a new architecture to come for a really long time. So now Intel tries to pretend that they are somehow involved in the architecture when they were so adamantly opposed to the idea when it was first introduced and would have nothing to do with it.
It should be called the "in spite of Intel architecture."