I think they need to keep advancing, it will at some point become common place. After all, 32 bit was overkill at some point, now it's the norm'. Plus you're right, it's another selling point, whilst Intel and AMD keep up with each other.
But they will never make it popular with the masses, it's not needed except by high end users. It will become the norm when it's mass manufactured, same as 64bit chips today, even though it's not fully utilised. The 32 bit OS is most compatible with existing software so will be here for a while.
I agree with Garz, let's face it, I'm writing this on a 6 year old laptop which was low spec when I bought it, but it does the job and no need to get rid of it. I can browse the web on here as well as the PC upstairs with dual graphics and opteron CPU (I know, a bit old but still quick).