You are intel's customer when those retail stores try to sell a computer to yourself. They usually include the cpu details and can help a customer make a decision. That's why the intel inside campaign was so successful.
Keyword being "was". Unfortunately most PC (and Mac, to an even greater extent) buyers today probably barely know who makes the CPU in what they're buying.
Also the choice is, and always was, basically between Intel and AMD. That's literally two options a customer has. When both companies implement a management engine across their CPUs, you don't have any choice in the matter.
