With the concentration of server buying by AWS I am surprised Intel believes it can get away with this. AWS has the expertise and the incentive to push for supporting a competitor that offers a superior value.
Home users don't have liquid nitrogen piped into their homes or even really the expertise for hot vs. code aisles, but AWS is building their own datacenters, at which point they could pipe liquid nitrogen in if they chose to. At the scale and concentration to AWS is building at, I certainly hope it leads to faster computers, if not bigger AWS bills.
The way I recall, AWS had to be embarrassed into offering GPU instances rather than taking the lead in, so maybe there's a competitor out there building for speed.