Intel is not leading by example. They are trying to make up new markets and push OEMS to it. The core of Intel is used to the "WinTel" generation where they could strong arm vendors into doing whatever they want. They are having a hard time moving away from that and getting stronger pushback from vendors.

And their reference devices are generally poor...it's not hard for OEM's to beat them.

note - I was an intel employee, but on the software side.