Intel can try and market what ever they want, but manufacturers and customers have always found that Intel's claims of battery efficient parity with ARM chips were WAAAAAY overblown in all past attempts.

Am I the only one to remember the Moorestown marketing crap that mostly seems to be repeated verbatim in this article you are referencing?

At this point, any talk of Intel producing X86 chips for "mobile" devices to try and displace ARM's dominance sounds like nothing more then crying wolf.