It's only as exciting as a cost reduction because they're playing catch-up by trying to not need to outsource their highest performance silicon. Let me know when Intel gets perf/watt to be high enough to be of interest to Apple, gamers, or anyone who isn't just buying a basic PC because their old one died, or an Intel server because that's what they've always had.

Every single performance figure in TFA is compared to their own older generations, not to competitors.