How long has Intel been "coming at the graphics market"?
I've yet to meet an Intel graphics product I would use for even mid-range gaming.
90s: D


:
00s, Pre-GMA: D: (but, hey, for single monitor office PC on the cheap...).
GMA: don't be so cheap, get a Geforce 6200 or something (unless it's a price-point PC...).
HD graphics: nice, but can you do a little better? X, Y, or Z isn't working well enough.
Haswell: why is anyone still selling $50 video cards? Who's buying them? You don't even need the cheap Quadro, now!
Midrange gaming isn't their target (yet). After many years, they finally displaced what used to be low-cost high-volume parts from nV and AMD as unnecessary. In ye olde days, a good laptop would have a Radeon or Savage in it. Then Radeons or Geforces. Now, Intel is fine. I want a dGPU for gaming, sure, but it's fine for the desktop. Get 2-4x the performance, and the added bandwidth coming with commodity DDR4, and Intel IGP will be fine for 2-3 4K monitors. System RAM technology will need at least another generational jump, along with large on-package caches becoming standard, for them to target all but the lowest-end of gaming.
That's where it hurts both other companies (no more Intel+AMD for the mass market), but nV especially, since they don't have any integrated PC solutions anymore (I hate using that word, but I can't think of a better way to say it, ATM). Intel can eat at their markets from the bottom, by including something just good enough.