PCW: Well, consumers definitely have a lot of Ultrabooks to choose from already.

Intel: It's all about choice. That was one thing that kept coming back in all the research. Consumers want more choice. It's such a huge market, and everyone's different. What works for one person doesn't work for another person.

But even though there's a variety of choices, a good thing about the Ultrabook specification is that, whether you like an Acer model or a Dell one better, there's still a set of experiences you can count on.

PCW: You’re pushing for touchscreen options in Ultrabooks too. That’s an option that Apple doesn’t seem interested in exploring for its laptops. Tell me more about touch Ultrabooks. Won’t the touchscreens drive up the prices on Ultrabooks and keep them from being affordable?