They did embrace it: http://www.pcworld.com/article/3204149/components-graphics/amd-nvidia-coin-mining-graphics-cards-appear-as-gaming-gpu-shortage-intensifies.

They did embrace it: http://www.pcworld.com/article/3204149/components-graphics/amd-nvidia-coin-mining-graphics-cards-appear-as-gaming-gpu-shortage-intensifies.html http://www.pcworld.com/article/3204149/components-graphics/a... The problem is their core audience (gamers) gets cranky when they can't buy cards at regular prices due to the huge crypto demand. It negatively affects their image and they would rather have their fanboys than the disloyal miners who would happily switch to nvidia if it meant a greater ROI.