1. Needs a malicious hypervisor. If you trust your critical data/systems on a VM that us under a hypervisor you do not control, well you deserve what is coming to you. This is no different than someone having physical access to your hardware, all bets are off.
2. Regular consumers are not going to care about this or have to worry about it.
If the price/performance of this family pans out as promised, it will get foothold in the server market and HPC market. Both will find ways to secure against this -or own their own metal-. Plus there are plenty of uses that run bare metal.
Are we sure this wasn't an Intel funded FUD study?