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I wouldn't be surprised, either. Intel has a lot of partners all just salivating at the idea of getting into the smartphone business with a legitimate competitive advantage.
I assume ASUS, Dell, HP, Lenovo, and many others will be doing Merrifield phones. This is the same playbook as how Intel commoditized the PC. This time, instead of selling a processor + chipset, it'll be selling apps processor + RF + baseband. Fun times ahead.