I don't think this is going to make much of a splash in the consumer market. It's likely going to help Intel improve their iGPUs to the point where an AMD will have real competition, but that's a low margin market, as is the graphics market outside the top end. If I had the money to bet I'd say they'll be targeting the high margin professional market dominated by Fire and Quadro which could help AMD if they go with OpenCL, which would further hurt nVidia's proprietary CUDA, especially as it is much more simple to develop software for a handful of programs rather than chase crackerjack game developers around like chickens with their heads cut off improving performance and squashing bugs.