HP Sleekbook might confuse the probable Ultrabook consumers, and Intel seems to be concerned about this fact
http://www.notebookcheck.net/Intel-isn-t-happy-with-the-HP-Sleekbook-concept-says-it-ll-confuse-Ultrabook-customers.77239.0.html
But Intel; those Sleekbooks do not require discrete graphics which generates extra heat and power consumption, while cheaper than your ultrabooks. I see your worries, but do not worry about us (customers). We happy for HP, sad other manufacturers do not have enough guts because of you.