The thing is, the big money is in the consumer market, and if AMD loses some of the smaller system builders, their grasping for the chance to get the huge consumer market out there. Especially due to the growth rate of PC's these days. The more people are exposed to AMD products through the large system builders, the more they would consider buying them.
It's a good idea, but I don't know how well it will work. Most consumers who buy PC's are unknowledgable at best, so they don't know what is actually better. Sales reps are marginally smarter... say, simian level, but they usually don't care either because they're not buying the computers themselves. Thus, the consumer buys the cheaper one, but not knowing exactly which one is better. Thus AMD steps in and tries to convince people theirs is better without any proof, because they have none. Marketing at its finest.
Eh, AMD will either gain market share, or be crushed. I especially liked how they said Intel opened a can of whoopass that was Conroe.
-Peace