As Foxery said, its all about the upgrade cycle and creating an environment where as many secondary markets can feast at the same table at the same time.
Mobo makers, chipset makers, ram OEMs, PSU vendors, etc. The more of them you (as Intel or AMD) can convince are going to see a consistent gravy train of upgrade cycles then the more of them you (as Intel or AMD) can count on to continue to push products which support your platform agenda going forward.
Its just business. The modulating factor here is competition and the liklihood of "losing" an upgrade unit (that is you, the consumer) to the competitions platform should the cost of upgrading not equate to the performance.
I.e. Intel has little reason to fear losing upgrade units (you, the consumer) should they intentionally engineer Nehalem to be incompatible with S775 and thus require their upgrade units to purchase a new mobo to go along with their Nehalem chip as there is not much incentive for the upgrade unit to migrate to AMD during the upgrade cycle.
However AMD certainly has an upgrade cycle issue if upgrading from X2 to Phenom requires a mobo upgrade as those upgrade units are then more likely to jump ship and upgrade to an Intel platform.
AMD was in the same catseat when they cycled their upgrade units thru the 940/939 debacle. Clearly at the time they were not worried about losing upgrade units to Intel's platform. Intel enjoys that catseat position now.