Curious that Intel would be going in such a direction after they dumped their modem business. Intel knows how to make a decent NIC, regardless, but I haven't used any of their wireless adapters in the past.
The way I see it, it would help OEMs reduce BoM on x86 machines that regularly ship with wifi - namely, laptops. So that would be their target market. Not sure how many set top boxes use Intel products, but it could be a factor there as well.
The losers here would be whoever supplyies the rinky-dink little wifi NICs like Realtek, etc. Pretty sure mobile-class devices won't be affected by this development at all. They aren't going to switch to Intel for anything, regardless.