The Q35 chipset consumes a mere 13.5W, which while a lot more than some of their even smaller platforms is perfect for systems that need higher performance but are still power-sensitive. This will also let smaller systems take advantage of the newer functionality the Q35 has, like AMT.
This puts the Q35 more or less in direct competition with VIA's platforms. As VIA already has only a bit part of the market, this could impact them if other vendors are able to create robust boards for MiniITX platforms based off Q35. You can read the full press release at Intel's site.