All these other company's had no idea what an 'ultrabook' was, nor intel of an 'ultrabook market' until Apple brought out the first Air. Okay, Apple wasn't first and other company's made ultra book like laptops before Apple but did they get it right, did they sell well?
And all these years go by and these company's still can't get it right, even with MacBook Air prototypes to copy from, lol.
So, Intel's solution is cheap ultrabooks for the masses ... cheap is the opposite of quality and customer satisfaction ... sounds like an enslaut of junk on the way.
I hope the upcoming Lenovo X1 goes all out in quality, if anyone does it will be them, unless they're trying too hard to sell at a low price.