How Intel is buying, building a piece of the tablet market

Isn't paying customers to choose their chips anti-competitive? I wonder what the EU Commission will have to say about that. Didn't Intel get fined €1 billion for something very similar during netbook age a few years ago?

http://techcrunch.com/2009/05/13/intel-fined-over-e1-billion...

I mean even if Intel isn't the biggest player in the mobile chip market, they're still #1 in chip revenues overall, I think, and it seems quite silly to have one competitor pay customers to choose its chips over the competition's chips. That can't be legal, and if it is, then it shouldn't be.