They might be under a lot of economic pressure to do this. After all, if one of the premier manufacturers of gaming GPUs can't get their product into the hands

They might be under a lot of economic pressure to do this. After all, if one of the premier manufacturers of gaming GPUs can't get their product into the hands of gamers, the game industry as a whole will certainly suffer. Imagine the extreme scenario where large studios develop and release their next gen AAA titles only to find out no one's buying them because they can't find any GPUs to run them on.