They focused solely on the high end, but it turns out nobody really wants FPGA fabric on a CPU. You can already do acceleration over a PCI express link, and that's what you more often do with embedded applications where the CPU is acting more like a dispatch controller than doing the real work.
Intel also have completely ignored the low end of the market. The only true lowend part they have is the Cyclone 10LP, which is literally the exact same part as the cyclone 3/4 from 2008. Just slightly die shrunk. No hard IP support like ddr3 controllers, no MIPI, nothing that people are getting from the competition now.
Intel did realize this, which is why the new AgileX family includes some "low-mid range" parts, but they will be still much more expensive. Low-end to Intel means "under $1k unit cost" which ignores a huge part of the market.
They have better tools, documentation, and support than Gowin, who is a recent Chinese FPGA upstart using stolen Lattice IP and hires. But they will lose to Gowin by default in the commodity space unless they do something.