The principals at Ross reorganized as Serverworks, a leading chipset supplier for Xeon-based servers back in the early 2000's. Serverworks' market share soared as Intel tried (unsuccessfully) to push Rambus-based chipsets into the server market, while Serverworks had a SDR/DDR/DDR2 road map. Intel realigned its server roadmap to be more in sync with standard DRAM technology, and Serverworks saw its place in the server chipset market fade away. Eventually Serverworks was acquired by Broadcom, and the key Ross principals moved onto other companies.
This is a very good initiative by IBM, ultimately now it will happen that the designing power will not be solely in the hands of the processor manufacturers, and the details of the hardware as well will be completely available with the software developers. Results depicted in the article are also interesting.