They've been doing the exact right thing for the shareholders: squeezing the living shit out of an asset (x86/64) for decades while cutting anything interesting or competitive to the bone to give shareholders more money. Money spent on something that could really have been competitive is money not sent to the retirement fund that keeps John and Jane Q. Public swinging in more ways than one at their golf course retirement community in Florida.
The problem is, you can only do that for so long. There is a minimum spend to remain a competitive company with regard to being able to market products to consumers. Executives don't have a fiduciary duty to create the best possible product for consumers to look at and potentially buy in the marketplace, but they do have a fiduciary duty to shareholders to meet an earnings projection. If these two activities can coexist peacefully, great. If not, the first activity stops while the company gets gutted.
Inflation-adjusted INTC [1] is the same as it was in 1997, including dividends! Shareholders have no real return from INTC for almost 3 decades.
It's abundantly obvious to me now that bad actors are purchasing legitimate chrome extensions to add this functionality and earn money off the user's data (or even worse). I have seen multiple reports of this pattern.