I've never been into overclocking, but I can understand people who are. It's a cheap way of squeezing that last bit of performance out of your system.
To me, this just seems like a way for Intel to make people buy a new CPU instead of overclocking their old ones.
AFAIK there has only been one case of CPU relabeling by a company in Sweden and this was in the Pentium days (they clocked 90MHz ones to 100MHz I think).
Well, I think AMD gives the best value for money so I'm not all too bothered.