I love it when companies throw jabs back and forth in marketing. The latest example of this is NVIDIA claiming that "GeForce puts the Ultra in Ultrabook." While I do tend to agree with NVIDIA that Ultrabooks need some sort of discrete graphics option, I'm not sure that I would be calling out Intel's Ivy Bridge quite yet. They did, after all, do a lot of work on the graphics processor.
But, then again, when has a big company taken my advice before? Well, I guess they would have to ask for it first. But I digress, NVIDIA is right that Intel's graphics are still pretty poor in comparison to NVIDIA's or AMD's offerings. The HD4000 graphics of Ivy Bridge can only handle around 43% of current games whereas a lowly GT640M can handle 100%.
It seems as though Intel is taking this in stride. After all, they do acknowledge that enthusiasts and gamers will still want a discrete GPU. It's good that they will let NVIDIA make fun of their new Ultrabook spec. Maybe, if enough people agree, they will change the spec to include a small descrete GPU.