I think they're referring to how AMD threw everything out and started from scratch on their Zen CPU architecture in 2012 (when their stock was near rock bottom)
Which is pretty funny because Intel probably knew it was a smart move; AMD probably wanted to do this earlier. They spun GlobalFoundries out in 2009, but only after a settlement with Intel allowing them to do so. Part of their patent cross-licensing agreement with Intel was (allegedly) that they had to produce chips in-house.
Intel pretty much deserves to see themselves in the position they're in now. Microsoft made more headlines over the years with their anti-competitive behavior, but Intel was just as bad.