Getting back on topic, this reminds me of the Slot 1 era debacles. Seemed like a good idea on the surface but it was hell for businesses and they are a far more important market than retail consumer. Most companies probably don't mind having a close relationship with Intel but I doubt would share the same enthusiasm for your average motherboard supplier. Integrators will scream bloody murder and for justifiable reasons.
Speaking for myself as a consumer, I'd like to be able to choose an unlocked CPU that isn't tied to a blingbling LED motherboard that has shroud that looks like it belongs in a metal concert. The whole "making it easier for average consumers" bit is a red herring, this sort of move is more related to Intel consolidating designs for mobile efforts. They just finished buying an ARM company as well which just cements it.