That's what I was thinking. I guess that's not your smartwatch or sensors but some automotive and industrial embedded systems which are based on fairly standard PC components. Haven't heard much of Quark design wins outside of some amateur platforms.
That's not with saying this is bad business. There is significant demand for full PC performance in the embedded type of environment. If you need state of the art tools for development and software, with full blown OS support, just take x86. It makes sense for Intel to support this market which has quite some potential.