I guess we should be thankful they aren’t still calling it EM64T :) I’ve also heard that the term AMD64 also originated from marketing—the internal name during development was x86-64 (which everybody but Microsoft ended up calling it anyway).
The fact that ia32 (and it's sub-classifiers: i386, i486, etc) is still somewhat used, while amd64 has almost completely disappeared is 100% due to Intel's marketing shenanigans in the 00s.