wbmw, the marketing myth is on the part of Intel -
Joe, get real. At the fundamental technical side of things, IA32E is an instruction extension - a microcode edit. You are only propogating the marketing myth, trying to make it sound like something special.
If you run an OS and application in 64-bit mode, it is a different opcode and there is no 32-bit around to extend. Have a look at the programming manuals if you do not believe me, they are on the AMD site.
Intel is trying to have it both ways - serve the market and protect Itanium. It will not work.