If Intel is going to limit the options for an "Intel Approved" Ultrabook, I am sure we will see plenty of non-Ultrabook Ultrabooks. As in, Lenovo can make a slim, SSD non-touch ultrabook and just call it a slim laptop.
The problem with making an Ultra non-Ultra Ultrabook is the manufacturer does not get any of Intel's R&D/marketing subsidy.
I appreciate how Intel tries to push the market in new directions but trying to force-feed touch-screens on laptops/ultrabooks simply seems plain wrong. If I wanted a touchable x86, the Surface Pro makes more sense to me: with the Surface, the keyboard is optional while with the Ultrabook, you already have a more ergonomic keyboard+trackpad/trackpoint attached to your touch-screen which makes the touch-screen redundant, unlikely to get much use besides backup/secondary input method.