1. They are sharing increasingly much code between oneDNN (formerly MKL-DNN) and Intel MKL. So, it simply pays of from a development cost perspective.
2. Intel sees AArch64 as a serious competitor. AMD may be an enemy, but at least an enemy on the same architecture. Better to strengthen x86_64 than to give AArch64 too much momentum in HPC. (The #1 supercomputer in TOP500 is AArch64 [1])
3. Write Zen kernels, make them slightly less efficient than the Intel ones. They still beat OpenBLAS et al. in benchmarks, even on Zen. But to HPC customers they can show that Intel CPUs are faster.
I think (1) is somewhat optimistic, given the huge benefit that they had with MKL in HPC. If (1) is not the case, I definitely hope (2) is.
[1] https://www.top500.org/news/japan-captures-top500-crown-arm-...