Brilliant thinking on Intel's behalf, Bravo INTEL!!
Let me explain how Intel is hitting 3 birds in one stone with this strategy:
1. Genius use of Social Media to get the message out about Intel, this is like version 2.0 for "Intel Inside" marketing campaign that Intel launched in the 90s to take CPU marketshare. In this case it is about reaching the new generation of young professionals that spend more time on facebook than time watching TV. So good all Blueman commercial is too retro for this audience.
2. Fuel the fire on the ARM-VS-INTEL war, making this application in-compatible with Smartphones (ARM-based), yet compatible with x86 machines (PC) and Atom based smartphones.
3. Thirdly, most importantly, buddy up with Facebook, the new "Rich" kid on the block who is planning to grow their Server farm capacity, and currently evaluating various Server platforms (Intel and others).
Fantastic Job Intel Marketing for a job well done.