Whatever happened to Via?

I remember two or three years ago, Via had its C3 processors all over the place. It seemed like every third HTPC had a low wattage, fanless and "fast enough" C3 as the heart of an admittedly adequate (as compared to killer) setup. The C3 wasn't fast, but it with low power consumption and the ability to easily run without active cooling, it seemed like the ideal combination for budget HTPC goodness.

Now I know Via are still around (they have their fingers in many pies after all) and I know that the C3 is an old chip and they have better ones like the C7 and C7M, but why is it that it seems like retail HTPC setups just don't use Via anymore?

I guess Via is only going to face further competition as Intel's new Core architectures use a lot less power than they used to, while being a lot more powerful than previous Intel chips, and no doubt the AMD multi-core solutions will have similar advances.

Maybe I'm just way off base and Via is doing just fine in the embedded space, thank you very much. If anyone has an answer as to why Via just doesn't seem to be in the race anymore, I'd love to hear it.