The problem for Intel is that if it chooses to be proprietorial, then it is against the whole industry.
Everyone else is building with a common framework in mind. Compared with this, Intel is tiny.
I think they are really desperate to find some way to maintain their monopoly in the PC market. But they would usually enlist MS' support in doing so. And I think MS is sceptical of Intel's intentions. Especially after Intel experimented with its own OS.
At the moment, it looks like there will be three major OS architectures: Apple, MS and Android. I think Intel may want to operate a fourth one: chip > security > services.
MS is also turning to ARM - at least as a counterweight to Intel.
Very interesting movement. A world that is much changed from a decade ago is reaching fruition. The internet shapes everything.