Right now nobody (at least mainstream market) has a controller integrated into their chipset. Currently, they are just using solutions like the Marvel chips to convert the parallel ATA signals into Serial ATA. This solution works to get the interface in use, but like Netcraazzy has already alluded to, limits you to the parallel controller in use (so max ATA133).
As for the drives, hopefully soon. I read that intels next ICH version (4 maybe??) will have onboard SATA, but I don't recall if that is granite bay or its successor...