nvidia and ati, beyond create video cards, finalize and create new drivers and optimizations, working with game developers too to try and squeeze the best from the game and the video card. just think about all the "nvidia is meant to be played" or similar (dont' remember the exact phrase
) you see at the starting screen of lots of games.
i dont know if intel will do such work or just create an extremely powerful device that will be then abandoned to itself... we'll see. as an old tv commercial stated... "power is nothing without control" ^^