Sweet, right on MSI. It's nice to see companies do this to keep each other in check. If only they did this for pricing too (e.g., the multiple price fixing debacles with respect to flat panel TVs and Monitors)!
Adding new features helps push/enable innovation, so if Intel makes it available someone will find a use for it! If you have software that needs a particular hardware feature in a CPU, you'd have to wait 2+ years for it to be available (feature design, then CPU design, validation, fabrication, testing/validation, rework the design for possible flaws, fabricate the next stepping, retest/revalidate, etc.).