In my mind the RISC-V folks especially were real trailblazers in this space -- they took massive risks when no one, and I mean no one, was doing open source CPUs beyond soft cores. IBM focused more on open firmware, then eventually opened their ISA, but x86 vendors have had no such forward vision in their history -- the x86 vendors have followed in this space, not led, for well over a decade, and indeed both sides of the x86 duopoly (Intel and AMD) are both separately on record as having stated their goal is to take control away from the machine owner in whatever manner they need to in order to fulfill their DRM contracts.
Even with this laptop announcement, if I'm honest, more following is being demonstrated -- the coreboot user community had open source firmware ARM laptops (Chromebooks) available quite a long time ago, why weren't those hailed as building new roads when they appeared? Does anyone really think we would have reached a point where an x86 vendor would be trying to advertise even partly open source firmware without the pioneering efforts of the competing, truly open architectures?