Former Intel CPU engineer details how internal x86-64 efforts were suppressed prior to AMD64's success

But we've invested too much in <<shiny new thing>> that we can't update <<old reliable thing>> otherwise all that investment in <<shiny new thing>> will be for naught.

— Tale as old as time.

It's double points if shiny new thing is an attempt to push old reliable thing out of the market. Because consumers love it when you do that.

Intel almost went the way of Boeing. Boeing might be beyond repair at this point.