Well AMD has a "death grip" in the console market. That's kind of their equivalent. If they gain access and spit the Intel monopoly in the laptop market then AMD can become Intel faster than anyone could think of.
I also suspect there's a market positioning long game in controlling console chips. Every AAA title and major engine for the next 5-10 years is going to target 8-thread AMD CPUs, so you'd expect lazy ports to perform well on Ryzen for free.