Which I don't care too much about.
However, even 16->24GB is a big step, since a lot of the model are developed for 3090/4090-class hardware. 36GB would place it lose to the class of the fancy 40GB data center cards.
If Intel decided to push VRAM, it will definitely have a market. Critically, a lot of folks will also be incentivized to make software compatible, since it will be the cheapest way to run models.