I've been wanting Apple to dump IBM for Intel for years, so these opportunities would present themselves. But this is a high barrier to entry - a whole new computer - which few people actually "need" right now. Which is why I wold be selling OSX for Dell etc instead (which may eventually come out).
Take me as an example. I don't need a new computer till much later this year or early next, so I won't even consider this for myself til then. However, if they had announced an version of OSX I could run on my fairly new laptop, I would have pre-ordered it today.
Apple just wants the profits from both the hardware AND the software, and want to lock the consumer in. Fine by me, I still might buy one because it's an outstanding product, although I do have some questions about Al Gore still being there etc.
Nobody "needs" Windows malware either, but today's announcement will give customers the perception that they can escape the problems associated with Windows and make a graceful transition to a better OS. (Of course, they will be opening themselves to Windows malware by using Boot Camp - but the perception holds.)
Which is why I wold be selling OSX for Dell etc instead (which may eventually come out).
That could happen - when hardware becomes a zero-profit business.