A) Maybe they're looking to move the chips above the applications where "they've generally performed quite well."
B) Maybe the economics of their particular situation (vertically integrated, custom (boutique) designs, fab-lite) favor larger chips. I.e. the incremental investment to get from dual to quad is small versus the return on that investment.
C) Maybe they want to screw slow-moving Intel's s**t up with a surprise reset of consumer expectations.