Intel has reasons to be worried. They missed several buses, trains and ships and other opportunities. Servers still appear to be secure but with threats from ARM solutions, and AMD.
Windows 7 and Windows 10 have been pretty efficient operating systems. That's great for Microsoft but not Intel. With identical system requirements, it means there's very little reason for most people to upgrade hardware. Me, a supposed high-end PC user am still running a 3rd generation Core i5 processor with no urgent need for upgrading in the near future. Graphics cards are still a once every 2-3 year upgrade for PC games.
also threats from NVIDIA in high-throughput demanding markets (machine learning, crypto mining, HPC). Essentially Intel hasn't been able establish new markets and their existing ones are being chipped away.
I can't speak for Win10, but back in the 7 days, you'd be batty to buy an AMD PC. They had a high flake value and I'm not really sure if the average PC user ever changed their mind on that.
It seems to me that most people would do a bit of research, see that Intel is still destroying AMD on speed tests, or they go to Best Buy and see a load of Intel stickers. The sales person will rightly or wrongly tell the customer that Intel is better, and so on.
The main point is that mot people are not power users or knowledgeable about computers. That's why you can read reviews online about how Dell is horrible because "it catches viruses."
Windows 7 and Windows 10 have been pretty efficient operating systems. That's great for Microsoft but not Intel. With identical system requirements, it means there's very little reason for most people to upgrade hardware. Me, a supposed high-end PC user am still running a 3rd generation Core i5 processor with no urgent need for upgrading in the near future. Graphics cards are still a once every 2-3 year upgrade for PC games.