You could see the rationale behind what they are trying to do: harness Intel's old comparative advantage and try to copy it to the new cloud/IoT world. The world has changed though as there are many players knowking on the door of cloud computing and IoT. Intel can no longer claim the high profit margins they could do in the past. A heavy branding exercise like this does not make sense anymore as it will inevitably make their products/services less competitive. Their cash kitty can only take them so far... my 2c anyway.