The 5% to 30% performance hit (dependent on workload) was measured with PCID. The hit may be more on older CPU's that do not support PCID.

So Intel might make out OK on this, since people will have to update their servers, and right now there are many more x86 server hardware choices which use Intel chips. The truly scary thing from Intel's perspective is if people decide to use this as an opportunity to move to AMD, or worse for them, completely outside the x86 ecosystem, to ARM64 or PPC64LE systems. I have heard accusations that Intel has strong-armed motherboard manufacturers so there are't that many choices for those other platforms --- at least so far. But of course, everything can change over time.