Didn’t Intel also try to brand the 64bit x86 extensions as ia-32e initially? Seemed like wasting an opportunity to me.
reply(Disclaimer: I work at Intel but this was way before my tenure.)
It was because IA-64 was a completely different unrelated architecture that until AMD succeeded with K8 was "the plan" for both 64bit intel roadmap and the roadmap to kill off compatible vendors (AMD, VIA)
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