X-bit Labs explains that that Intel slashed the pricing of some of its ultra low-voltage processors by just over 10 percent to spur adoption of ultrabooks:

All-in-all, Intel has reportedly decided to reduce the prices of its ultra low-voltage Core i3 "Ivy Bridge" central processing units in order to make ultrabooks more affordable without further cutting ODMs' profitability or using cheap cases that may eventually crack and returned to stores, which will damage reputation of ultrabooks and PC suppliers. The reduction on Core i3 ULV chips will be in $25 - $27 range, said Cody Acree, an analyst with Williams Financial Group, citing Chinese-language Commercial Times news-paper.

At present Intel has only one mobile Core i3 chip with 17W thermal design power that is suitable for ultrabooks: the model i3-3217U with two cores, 1.80GHz clock-speed, 3MB cache and Intel HD 4000 graphics core. Right now Intel sells the chip for $225, hence the $25 - $27 slash will be over 11%, which seems to be a rather significant, yet not a dramatic price-cut that changes everything.