Totally agree. To regular users, CPU is the main measure, I can't remember an Apple update which wouldn't brag about better speeds, even the marginal ones of the current MBA.
Bingo!
Intel desperately needs to do these lock ins otherwise it will become less relevant on the mobile world. Five years ago the Centrino platform (Pentium M, Intel chipset and wireless chip) was the best option for notebooks, and they've completely lost their relevance on both chipset and wireless, leaving them only with the CPUs. In a scenario where AMD is coming on strong, and lots of devices are shifting to ARM processors (Apple inclusive), I expect them to do that kind of trick.
After the last MBP refresh, its clear to me what's happening with our beloved MBA, and I don't blame Apple that much. But given this scenario, I'm not getting my hopes too high.
I would LOVE for Apple to move to AMD and ATI. All current CPUs are extremely capable. Apple should focus on faster drives using a hybrid SSD, better GPUs which ATI could provide, and better software. The AMD route might be perfect for Apple's "MacFive" that all use Nvidia GPU/Chipsets. Intel will learn its lesson for its anti-competitive ways... but then in the end, so will Apple. Every company is guilty of wanting to sell its own products and services.