Sun had the same problem after 2001 dotcom when standard PC servers became reliable enough to run web servers on.
It's easier to sell "our special sauce" when building using a custom ARM platform. Then you have no easy comparison with standard servers.
They will probably market the ARM inclusion similarly - as something that the package provides.
As far as POWER i think only Raptor[1] does direct marketingof the power(hehe) and capabilities
https://www.ibm.com/products/power
The i systems are just POWER machines with different firmware.