The problem is that it is one of the saddest marketing attempts I have seen in a while. Intel did not come out with 64-bit extensions to IA-32, they badmouthed them for years, and canned their own attempts. To suddenly embrace it in a way that intones ownership is rather disingenuous. In any case, it will always be iAMD64 to us. µ
(1) This is not to be confused with Insight 64. Nathan is a very distinct person, Intel 64 is an instruction set.