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x86 didn't "lose" to x86-64, it just extended the 20 year compatibility story that goes all the way back to the 386.

Intel tried "another instruction set" (Itanium) and nearly lost the market to AMD (AMD64)

Intel also had KNC instruction set (AVX512-like) on Xeon Phi (these CPUs available on PCI cards). They abandoned it in favour of good old x86. One of important factors was the difficulties related to tooling, especially necessity of cross-compilation.

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