Indeed. There was a time the Itanium failed to caught on though. They didn't sell well at launch since their performance was so low in comparison with other chips that were available (around 10x slower). A lot of improvements were made in the succeeding generations though, and with partnerships with HP and Oracle, it has grown to a $4 billion/year product. Now this is far less than the $30 billion/year Xeon business, but it's still more than what AMD makes on its entire Opteron range, so yeah, Intel is not going to drop it any time soon.