Change of architecture
Let's indeed look at change of architecture.
Change of architecture x86-32 to Itanium: Intel said: this makes perfect sense, please go out and buy our IA64 "industry standard 64 bit computers". Customers and vendors said: few visible IA64 benefits, especially so once AMD64 arrives and becomes the true "industry standard 64bit computer". Customers and vendors ignore IA64 in droves. IA64 nowadays just about hangs on by a thread (was it mentioned at the Investors Conference? Anybody at El Reg actually there or was the coverage all from press releases?)
Change of architecture x86-32 to ARM and licencees: Intel says this makes no sense, please buy Atom, it'll be great one day. Customers and vednors said: ARM already has loads of visible benefits in this market even before the 32+ bit ones arrive. The non-Windows-dependent low and mid range market flocks almost 100% to ARM, and completely ignores x86 unless Windows/x86 capability is mandated.
Status: x86-64 lives on, but for how long?
Intel. What are they good at besides x86 these days? Perhaps more importantly, what will they be good at in five or ten years time when x86 is largely a legacy technology.
"Also, what happened to the icons?"
They got upgrade. Like Vista was an upgrade. Maybe it's a precursor to columnists using something other than words (y'know, like piecharts and tables where appropriate) in which case I approve.