you're getting it wrong.
businesses themselves are free to choose if they want to be exclusive, or branch out.
The corporations they buy equipment from are not allowed to dictate the terms, however.
Intel has taken the choice away from smaller businesses, its as simple as that. "sell only our stuff, or risk going out of business"
I am not sure that you're aware, but for example, ATi didn't allow manufacturers like Sapphire to offer overclocked versions of certain cards. Just recently ATi has allowed the manufacturers to offer non-reference overclocked cards. So ATi dictated there. Just an example. And ATi still dictates the terms of exclusivity contracts.
If you think there is no "behind the curtains" action in there, think again. In every contract there are two sides. Each side has benefits and obligations. They are negotiated in the draft version of the contract. Each side dictates here more or less.
How do they risk going out of business if the competing products were so good? They must have been very good if Intel had to sweeten the deal for it's own low quality, low performing products. The only way they would go out of business is if there were no competing products to be found...
Think what you want of it. To me it looks like a

that EU gives to Intel... "hey buddy, slow it down, we feel very protective of AMD, and we would like them to catch up to you... OR ELSE!".
Just to spice things up:
If I were Intel, I would organize a press conference today and announce that we won't be selling our products in any EU member state anymore. If anyone wants an Intel product they would have to imported on the black market. I can think of a few billion people that would do that. Because they want Intel products more then they want chocolate.
That is very difficult to believe since a world without Intel is a completely different world from ours. It is impossible to imagine the world without Intel. Go ahead, try it... but think about the fact that Intel is not just about CPUs and chipsets.