The NY AG complaint spends a lot of time talking about the Intel rebate payments that it made to Dell. The interesting thing to note is that Dell was applying intense pressure on Intel for larger payments. On the other hand, the Intel account manager wanted to hold the line on larger payments. Dell did succeed in its demands for larger payments.
This sounds like an aggressive customer with lots of bargaining power using the threat of buying from AMD instead of Intel if Intel did not lower its price. The strategy sounds very much like the method I used on the local Ford dealer to get a lower price on my last new car purchase.