I think there is an expectation that Intel's new generation CPUs wont have these vulnerabilities and they will sell these a lot more to replace the piece of crap they have sold for ridiculous prices. Intel is actually probably happy about these, because no one cares.
Intel have not been able to produce 10nm chips for 2 years now and they don't expect them until 2020. If the Ryzen 3000 leaks of a 15% IPC gain are proven to be true in a couple weeks then Intel is in real trouble. Add on additional performance losses with this mitigation and Intel is very likely to lose the top end of the CPU market for at least 2 years. INTC might look very different come the end of the month.
