I don't think it's a bad move to change the pay-off. And it's certainly not meaningless.
"Intel Inside" really was meaningless, except that it suggested that Intel was good enough to just mention.
Today, AMD seems to have just as good a reputation, if not better, so Intel simply couldn't get away with the pay-off they had.
Therefore, I do believe that Intel is actively postioning itself as what distinguishes them from their competitor, namely being more of an innovator, pioneer, maker of cutting edge materials.
It also fits the interpretation that Intel is wants to move beyond PC-chips at last. In that case, they have no choice but moving to a pay-off that wouldn't only work on PC cases.
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