Once he used to be a big Risc fan, mainly Alpha, and was quite scathing of Intel and Itanium as can be seen from articles and posts 1999-2001. With the cancellation of Alpha and release of McKinley he shifted alliances as he does not like the x86 ISA and enemy of my enemy is my friend and all that. Anyway that's the main theory although the sheer persistent continual vehemence of his mission to the point of personal contradiction is certainly consistent with the other big theory of just being plain hired by Intel PR due to his internet presence and influence. ;-)