Basically, AMD does not have restrictions on "Ultrathin" machines, unlike Ultrabooks that have a set of conditions. this is why AMD machines can be much cheaper than intel's offerings, it sounds like in different countries, they are trying to sell Intel's ultrabooks at bare bone price (At $699) while an AMD ($599) would still have some leeway.
The main thing that would put AMD infront though is, if a) The Processing speed is high enough on the APU to not see a big difference between Intels machines (So anything with above 1 second lag during general tasks) If AMD's CPU lags in general tasks, then they will fail
and B) The better Graphics, Thermals and Price trifecta, Since Intel's move to Tim, i would not buy Ivy bridge. They are trying to find way to cut costs. Also if AMD's Graphics are indeed good enough for everything (unlike intel) Then indeed, 99% of users would be better off with an APU