Dealing with their own money woes as of late, AMD is no stranger to working on a budget. They've recently let the world know they are cutting 1,100 jobs and executive salaries. They definitely could use a boost in sales, and a low-cost chipset could help drive that. In both cost-conscious businesses who want low-cost desktops and home users who don't need a discrete GPU, IGP is a big thing.
If you've ever purchased a board with IGP or bought a laptop with IGP instead of a discrete GPU, you can appreciate how important it is that AMD and Nvidia have been making great strides to improve graphics in this segment. Until last year, even the most powerful IGP chipsets were completely dwarfed by video cards that were many years older than them. The performance and functionality aspect of discrete GPUs cannot be overlooked, but at the very least an IGP chipset no longer means you're stuck to nothing but a 2D desktop.