It seems both of you haven't read the article itself. The new CPU design is not about high-end CPU you expect from Intel or AMD. It is about CPUs for the IoT. We are talking about Cortex-M alike CPUs you find in micro-controllers from Infineon, NXP, Renesas, and alike. BTW there is competition to the ARM design. It is the micro-controllers from NXP former Freescale, which have their own CPU design heavily used in automotive.