more like, giving away food for discounted prices on the condition that their customers do not eat from anywhere else at all, or face prices a lot higher...
but that's still not exactly accurate, because Intel did this to large OEM's, not end-users.
If you are the head of an OEM company, and you don't accept the deal, then your competitor is getting chips at a discounted price, and your prices are increased. you lose the competitive edge. That was why OEM's were forced into the deal....
Not only that, but they threatened to withhold information about upcoming products to those that sold AMD processors...
without that information, they don't get newer products to market as quickly as their competitors....