The VIA CPUs never really made a huge impact in the US market. Over the years, I have used several VIA based systems as low-end servers and PC based firewalls using IPCOP (a Linux firewall distribution).
In recent years, VIA introduced the C7 series of processors (prior to the Atom) that was supposed to provide lower power requirement systems to consumers. These C7 systems, while using less power, proved to be rather anemic for most users in terms of overall performance (they quite slow compared to other offerings).
Now, comparing VIA's most current offerings to Intel's Atom offerings is an interesting question. I am not sure they are even comparable. The Atom is far more widely available and much more supported than the VIA offerings.
The Atom uses as little power, yet provides better overall performance and the cost to purchase differences are negligible.
While I like the way you think (I am an admitted AMD fan), I think this "win" is truly Atomic (Intel's win).