I don't really understand the commotion. Intel have been striking global and local deals like this with much smaller outfits than Google and Facebook for at least a decade.

It's an intricate play with variables like marketing opportunities (globally and locally), silicon availability (when, in which numbers), performance per dollar, etc etc. You could even get into this game by buying "just" like 5-10k CPUs in a quarter, if you're in the right region and have the proper local branding quality.

The concept of "launch customers" globally/per market doesn't seem very new either. That window of exclusivity is usually so short that it matters more from a marketing point-of-view (for both seller and buyer) than anything else.