Well. Intel has always pitched themselves to the end-customer. The 'Intel Inside', Ultrabook, etc., campaigns have all been so that the customer insists on an Intel device.

This kind of branding is called ingredient branding. They try to remain visible as the supplier of a component. Intel is the textbook example.

http://en.wikipedia.org/wiki/Ingredient_branding

But that's not to sell to the end user, but to make the ability to put those Intel Inside etc. stickers on your product a valuable feature for OEMs when considering whether to buy from Intel or a competitor.