I would welcome the work Infineon would need to do for many reasons:
1) INF would have a significant investment of money
2) INF would have a big investment of time
3) A better comparison of products would be possible
4) INF would no longer offer theirs free
5) This would level the playing field
6) OEMs would experience a whole new world of testing and re-testing to make sure it worked
7) etc
I don't think this is exactly easy. As Doma says, Wave and NTRU already have some deals going. The chip OEMs would traditionally stick with their new solutions. INF would make an investment to develop software to sell to their existing partners, which are selling TPM1.1s with a free software bundle. Upselling them to a monetized new bundle would be hard, considering they are already getting it free. Wave has always been consistent in their approach, offering a full solution from day #1.
Will they do it? I have no idea. Does it make business sense to do it? Maybe, if they can get a big piece of the pie, but again, the pie will fall apart without the server backup, so they would have to jump in two feet forward and really dump money into an industry that is not paying out yet.
Wave already has the tools, tested, ready, and sellable. But I've seen worse decisions by clueless CEOs before.