"Why does Intel need to issue these press releases? "
For the same reason that AMD chose to issue press releases on their Opteron design wins. (Which seem to have dried up over the past few months.)
Why is it perfectly OK for AMD to do it and not Intel?
Intel is trying to promote their product in a competitive marketplace. What better way than to announce Itanium 2 design wins by key customers?
Remember, Intel had a very small presence in the enterprise server market place two years ago. With the economy in the toilet during the past few years, and IT spending only recently showing signs of an uptrend, Intel is exploiting one of their strengths - marketing - to help spread their technology .
It's called "Good Business Accumen".