From a marketing standpoint it makes a lot of sense. Those of you who are regulars here are not really a marketing demographic. You will read tech reviews, benchmarks, and so forth before deciding what to buy. However, you average person will now see the AMD logo a lot more often when shopping for computers and computer related equipment.
It gets the AMD name out there and exposes it more. You all gotta remember, that most of the basic marketing is done to your average person, not a power user. Then there is the marketing schemes to power users (like over clocking, super crazy cooling systems, and so forth) which are a whole different sort demographics for a different market.
So, now if an Intel based computer boots up with an AMD video card, the first thing users will see is the AMD video bios loading. It gets the name out to all sorts of potential customers.