For some of us, the chip matters, but i think for some its brand love/hate.
Intel cludged their dual core technology, AMD did it correctly.
Intel also marketted their P4 for raw Ghz numbers instead of actual performance. Going Intel is sort of a way of Apple saying they're going for low cost at expense of proper technology and quality. Intel did do the Pentium-M correctly, and with SSE2 it could be an even better chip.
Its like going for an Audi versus a VW. Some people might not care, but one will be faster, perform better, and have better quality and reliability.
But like I said, and like you say. for some it matters not, for some it does.
From a purely technical standpoint, I see it as a move down for Apple.
Unless..... unless, Intel creates a new chip, or bases it off the P-M, then I'll be happy. I'm just kind of dissapointed because it feels like a purely "marketting over quality" move to me.
but thats just my opinion.