IMO, Intel is pushing this not so much for consumers to think of Intel as much as pushing a product category that can compete with tablets. I think Intel fears that most sales in the consumer market are going to be thin, light laptops like the Air or tablets like the iPad. Due to that, Intel has to inject some money and excitement for the other OEMs to offer these ultrabooks (hopefully at lower prices) so that consumers continue to purchase kit that has Intel chips in them and not ARM.
Hehe I guess everyone else figured it out too... yep, this is about tablets, tablets, tablets. Intel figures that laptops need to be way sexier to stand a chance to compete with tablets. Intel probably also honestly believes that a laptop is "better" than a tablet - that an iPad is a sort of a mickey mouse PC. That line of thinking is prevalent with techies that don't have iPads, and must be wide-spread in any PC centric company too. They don't know they're wrong. Yet.
Why doesn't Intel make a processor that can compete with ARM?
Personally I think Intel should start fabbing ARM chips until they do - with their process technology and know-how they could probably beat the likes of NVidia, Samsung, and whoever else is currently making ARM chips, no?