A lot of people love working on more esoteric technical things and get more satisfaction from the intellectual component than its direct utility (I certainly feel this way about some things, though trans-architectural portability is not one of them). I would imagine this type of person is better-represented in this sort of field.

In addition, this kind of work does indirectly help keep Intel competitors viable, which helps keep Intel in check for everyone. Stuff like that is pretty exciting in its own way.