This is censorship, plain and simple. They cannot command everyone to abridge their speech, even if their license terms say so. It is unenforceable and illegal.
I also find it fascinating in that in theory your BIOS update can include these changes.. does this anti benchmark license apply if you reflash a new BIOS or just buy a new motherboard with the new bios and then use the same type of CPU to compare?
Makes me want to look at some BIOS and motherboard EULAs now...
Might want to get your next chips from AMD.