The deal here is not Intel vs. AMD. Like other commenters posted before, this is the EU against Intel for unfair business practices and monopoly abuse.
Case in point: Intel did wrong in 2002-2005, when AMD had the K7/K8 architectures out. At that time, Intel was going P4 full steam ahead - but the P4 sucked, wasn't adapted to the market (at the beginning, all Intel chipsets for P4 required RAMBUS memory), was a power hog (140W) requiring specific case adaptations by OEMs to run properly... In fact, enthusiasts at the time wanting to build a gaming rig with Intel had to spend on average $300 more than the same thing with AMD components, which were relying upon:
- 3rd-party chipsets (VIA KT266A and following were actually pretty nifty, mine certainly was)
- DDR RAM (K7s liked low latency more than throughput, and capacity-wise you could get 3 times more RAM with DDR than RAMBUS for the same price)
- rather low power envelopes (around 80W) and temperatures (cramped cases with low cooling were not a problem)
Without even mentioning stuff like specialized cooling or overclocking capabilities, why did OEMs not propose even a single AMD machine? Because if they did, then suddenly all their Intel machines would have cost $200 more apiece, at least - putting them at a disadvantage over their competitors. In short, if they proposed an AMD-based solution, they had to go fully AMD. Something AMD couldn't face due to a lack of production facilities, but also because their product portfolio wasn't as large as Intel's (in 2002, AMD didn't have a server processor).
Having secured a monopoly with OEMs in 2002, when AMD unveiled the Opteron (remember, the cheap, 64-bit, dual core capable, very good at maths, stable, with integrated RAM controller, power sipping architecture), no OEM agreed to sell them - and a definite winner in technology and price was blocked from the market.
All that customers could get were power-hungry, low performing, costly Intel-based solutions. Because when you deal with, say, a building equipped with a thousand computers, you can't go at the little mom'n'pop computer maker across the street nor can you build them yourself: that'd require assembly and testing that most companies don't have.
And since people go with what they use at work... "Intel Inside".
So, once AMD had a winning design, with advanced technical capabilities, low support and acquisition prices, while their main competitor had a sucking design (P4) that cost a lot (PSU, cooling, power, RAM at the beginning) and no replacement in sight (the Core2 wasn't even dreamed of yet, only a small team in Israel was still working on improving the 686 design), most customers couldn't get more powerful, less power-hungry parts.
At the same time, VIA got in trouble with Intel because Intel refused to renew their license to the socket and 386 instruction set for the very low power C3; uncertain about the product, and anyway blocked by Intel from building anything from these components (set-top boxes, cheap laptops - think netbooks), customers couldn't get very low power, very mobile computers.
So, yes, AMD was hurt; VIA was hurt; even Transmeta was hurt; but first and foremost EU customers were hurt. So a fine is fair. It will be distributed among EU states, which will indirectly redistribute it to their citizens through tax cuts or further infrastructure investments without tax raises. It may not be perfectly fair, but it's far more effective than deciding how much a single customer would have saved from getting a specific AMD-based product instead of the Intel product he/she got, but tracking them all down would be slow, costly, error-prone... Might as well add it to the community chest and be done with it, eh?
Now though, all x86 makers could indeed attack Intel on grounds of unfair competition; they may not win, but Intel is actually a convicted monopolist now.
A similar investigation could be opened in the US too; and in Japan; in Korea; India; South America countries etc. Depending on local laws, Intel may be in for a rough ride. With the Obama administration trying to clean up after GWB's terms and Microsoft peeved by the Vista Capable fiasco (caused by Intel, in a related situation too), there might just be enough for having Intel condemned in the US, on the same ground with a similar fine.