I believe that I have figured out ASEM's business plan ... they're patent trolls.
Wilhelm filed a patent application last October ( http://www.faqs.org/patents/app/20090271173 ). The application is poorly written, but I gather that he is attempting to patent USB-key-based booting ACPI parsing.
That covers everything based on boot-132, along with Boot Camp and probably grub2 as well.
I think that the EFi-X's primary purpose was to add credibility to the patent application. They never intended the EFi-X to succeed long-term ... it just had to work long enough for the patent to be granted.
They'll try to kill Chameleon/PC-EFI by claiming patent infringement. After that, they'll start suing BIOS manufacturers. I don't think they're crazy enough to go after Apple, but Wilhelm does tend to think big ...