IBM required it. It was their business MO to protect themselves from losing access to a technology or having the market be dictated by one company. Intel acquiesced so that they would be the architecture of the IBM PC-series.
Intel did change sockets as a means to disallow socket-compatibility; forcing consumers into their architecture if they bought their motherboard, but that had no effect on AMD's development. AMD had purchased a significant share of DEC's engineering portfolio and, along with it, their employees. Those employees then developed the K7 (Athlon) architecture around some of the Alpha's technological advantages, which included HyperTransport, a multi-issue FPU (fixing one of the major issues AMD had struggled with and bringing them ahead of Intel), etc.
- They don't license because they can make a lot more money manufacturing the chips themselves.
- AMD also has the right to x86 because Intel originally allowed them to build x86 compatible chips (some customers insisted on a 'second source' for cpus) and following legal action and settlements between the two companies over the years there is now a comprehensive cross licensing agreement in place. [1]
- Note that AMD actually designed the 64 bit version x86 that is used in most laptops / desktops and servers these days.
[1] https://www.kitguru.net/components/cpu/anton-shilov/amd-clar...