Ever since Intel announced the Ultrabook category the feeling has been that it has been created with the Apple MacBook Air in mind. Such is Apple's inability to get a product wrong these days that it has been gaining PC share rapidly, with the MacBook Air leading the charge.
This is OK for Intel - which provides the CPUs for Apple PCs - but not such great news for the Wintel ecosystem, which Intel needs to ensure stays healthy too. So Intel is throwing both marketing development funds and outright investment at the Ultrabook category, which it's hoping will account for half of all notebook sales before long.