This is mainly a PR thing. However; the fact remains that all the chipmakers are working on how to really bring the benefits of multi-core and multi-processing to the user. AMD, Intel, Sun, IBM and even little VIA are after this "holy grail". The reason is simple; If they cannot bring clear performance gains to the table, sales will suffer as buyers see no real reason to upgrade.
There is a lot at stake here, obviously, and we're going to see a lot more work in this area.