WTF was my first thoughts as well, but...
I think Intel are setting up to play a massive marketing mind game targeted at non-technical people (like corporate computer buyers). Give me a minute to explain...
Intel are saying this McAfee deal allows them to integrate security into their processor. (Yes Intel bullshit I know, but hang in there) ... So anyway once Intel do add these "security features" (which are likely to be just some kind of Intel only instructions that only Intel processors can legally (patent pending) deal with), then what next for Intel? ... well the next chess move is to then say to non-technical customers, hey look everyone, ONLY INTEL processors are truly secure, as they have security built in, see look Intel only.
Its another game of lock-in, this time pushing a security feature as the reason for the lock in. AMD & VIA won't have it and ARM won't have it, only Intel truly have the Intel(tm) security feature (patent pending) and so if you (if you are a non-technical customer) so if you are fearful of your security (be afraid, fear, fear, fear stories to help it sell) then you really need to buy only a safe Intel only product ... and sure enough the non-technical customers will on mass chant Intel, Intel, Intel all the way to the shops, as they buy their Intel only machines (like many of them do now). At least that's what Intel are hoping. One hell of a big gamble, but then Intel do really have their back against the wall long term (*).
Intel will still earn lots of money out of McAfee products as it is, and then they get to play this Intel lock in chess move game later on. Its another game of lock in. (I bet this is the new Intel business game plan after the FTC vs Intel lawsuit settlement).
((*) - Intel have their *long term* back against the wall, because the bloated Intel processor design is both their biggest asset and their biggest obstacle to move forward in the future. They have to be x86 compatible, as they have beaten that marketing drum for decades. Meanwhile they are loosing ground in all low powered processing applications with ARM powering ahead. e.g. "ARM licensed about 1.6 billion cores in 2005. In 2005, about 1 billion ARM cores went into mobile phones.[7] As of January 2008[update], over 10 billion ARM cores have been built, and iSuppli predicts that 5 billion a year will ship in 2011.[8]" ... No way in Hell can Intel keep up at all with this massive growth. ARM are powering ahead in many mobile computing applications (not just phones) and so Intel are under long term threat from it all. This McAfee chess move is another attempt to prop up the Intel brand of lock in sales pitches. You have to buy Intel and only Intel to save yourself from the fear of incompatibility and now with McAfee it also saves you from the fear of loss of security. (Yeah right, Intel, and pigs can fly).
In short, the Intel McAfee deal is based on a Defensive marketing warfare strategy, i.e.
http://en.wikipedia.org/wiki/Marketing_warfare_strategies
Its all marketing bullshit, smoke and mirrors, but to the non-technical people (like corporate computer buyers) they won't know that. They are being sold security. Safe in the Intel brand. :(
Grenade icon, thrown at their marketing strategy, because I hate these Machiavellian two faced mind games just to sell stuff.