Intel and NVIDIA aren't exactly the best of friends. Just when things were looking up in the relationship thanks to NVIDIA allowing SLI on the Intel X58 chipset, NVIDIA ousts Intel as the GPU of choice in the new MacBooks.
A rumor circulated around the Internet that claimed Intel may be looking to kill NVIDIA's new Ion platform that combines the Intel Atom CPU with an NVIDIA 9400 GPU. The rumor had Intel only selling the Atom CPU with its 945 chipset.
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If Intel were to give Nvidia the cold shoulder; Nvidia can easily go to AMD and that would work out well seeing as how AMD has a genuine business interest in the GPU market. AMD and Nvidia can co-create a new gaming platform that completely ignores Intel, and therefore would start cutting into Intel's marketshare, while shifting everything over to AMD, and allows Nvidia some place to really expand at the cost of cutting back some of AMD's GPU marketshare to make way for Nvidia.
It's not that Intel says "it won't try". It's the idea that Intel implies "it can't try". -To put this in perspective, just think of the 360 without any 3rd Party Support and you'll get the idea. There's only so much you can do on your own.