Intel didn't reinvent endianness...they were microprocessor pioneers, just like the other early developers, and that's simply the choice they made. Others made different choices and things developed in parallel. Intel's dominence in the PC platform came much later.
Nor are big and little the only results of history...there are also mixed-endian implementations, the most prominent of which is probably PDP-11 (0x12345678 stores as 0x34127856). Realize nothing was set in stone back then...not even the size of a byte. My first programs were for the CDC cyber series with 60 bit words, 12 bit bytes, and 6 bit characters.