They'd have to be careful with how they quoted the numbers though.
As Linus accurately points out, MTBF varies wildly depending on the usage pattern. If you want to quote it in a unit of time, e.g. "years", then you have to specify the usage the part has been under, which will be very different for a server part compared to a desktop part.
You could quote it per instruction or equivalent, I suppose, taking into account how hard the component is used, but even that isn't perfect.
MTBF is quite well tied to a contract purchasing when you buy large quantities of components for manufacturing. Intel don't know where people are going to use their products and the range of environments they get exposed to can't be easily equated for.
I know Intel has been working for some time on the idea of high temperature data centres, this will impact the MTBF of all components but you can always calculate the cost of the losses vs the cost of the cooling: http://www.datacenterdynamics.com/focus/archive/2012/08/inte...
