I think this is a bad idea (people left IBM in the 70s for this) but I’d bet the pitch is something like enterprises reassigning equipment or trying to reduce the number of different things they purchase, where you’d only enable it on the servers where you need it. I’d be surprised if many customers found that effective, however, and I’m betting there’ll be at least one fun security exploit either bricking systems or figuring out how to get Intel to bill someone.
I don't see any developer documentation at the link. IBM, for all its faults, has some amazingly specific documentation and examples that actually work.
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