I was a HUGE DEC Alpha fanboy at the time (even helped port FreeBSD to DEC Alpha), so I hated Itanium with a passion. I'm sure people like me who were 64-bit MIPS and PA-RISC fanboys and fangrirls also existed, and also lobbied against adoption of itanic where they could.
I remember when amd64 appeared, and it just made so much sense.
That sounds like DEC Alpha to me, yet Alpha didn't take over the world. "Proprietary architecture" is a bad word, not something you want to base your future on. Without the Intel/AMD competition, x86 wouldn't have dominated for all these years.
Itanic wasn't exactly HP-PA v.3, but it was a kissing cousin. Most of the HP shops I worked with believed the rhetoric it was going to be a straightforward if not completely painless upgrade from the PA-8x00 gear they were currently using.
Not so much.
The MIPS 10k line on the other hand...sigh...what might have been.
I remember when amd64 appeared, and it just made so much sense.
And you were right.
Now, to be clear, a lot of these folks and their ideas moved the state-of-the-art in compilers massively ahead, and are a big reason compilers are so good now. Really, really smart people worked this problem.
One of the selling points for HP users was running old code via dynamic translation and x86 would just work on the hardware directly.
Another fun fact I remember from working at HP was that later PA-RISC chips were fabbed at Intel because the HP-Intel agreement had Intel fabbing a certain amount of chips and since Merced was running behind... Intel-fabbed PA-RISC chips!
https://community.hpe.com/t5/operating-system-hp-ux/parisc-p...
That's the usual chicken & egg problem... If they sold more units, the prices would have come down. But people weren't buying many, because the prices were high.
Itanium, like Alpha, or any other alternative architecture, would also have trouble and get stuck in that circle. x86-64, being a very inexpensive add-on to x86, managed to avoid that.