"Hi Dell, this is Intel calling. You know how you are one of the biggest computer hardware vendors out there and we give you 30% off on our stuff because you sell insane volumes of it? Yeah we're gonna have to stop doing that if you continue this worrying trend of selling more and more of those AMD chips. We did the math and this will actually hurt you more than you could bring in on the AMD stuff. Ok thanks bye now"

Or maybe the other way around

"We'll give you 40% off instead of 30 if you stop moving so many AMD chips."

It is probably worth while for Intel to do things like this for now and stop the bleeding while AMD is ahead for once.