Intel had their foundries and CPU cores paid for by video gamers and receptionists and students typing up their assignments and people looking at porn at 14.4kbps. Servers and workstations were pretty much gravy and every year there was less their systems couldn't do compared to the big iron.
Those computers pretty much sold themselves, contrast with every $20k workstation or $100k server that the unix guys had to explain why they were worth 5x the grey box on the desk.
SGI was struggling to make their MIPS chips and were pretty quickly finished off when nvidia started making GPUs. Itanium originated at HP as a PA-RISC replacement. They owned DEC Alpha when they killed it but arguably DEC didn't have a big base of legacy software at that point. IBM and Sun stood for a lot longer, mainly I would say largely due to locked in customers/data on Oracle and DB2 databases and proprietary software, rather than the merits of their hardware.
If Itanium never happened, 64-bit x86 server chips would have done the same thing to MIPS, Alpha, PA-RISC, SPARC, PowerPC. Might have happened even sooner from Intel since they allegedly sandbagged efforts in that direction to protect Itanium.