I'm theorizing here, but I suspect it's because AMD feels like building out a dedicated or proprietary capability could really hurt them if it didn't take off.

I'm theorizing here, but I suspect it's because AMD feels like building out a dedicated or proprietary capability could really hurt them if it didn't take off. By that logic, NVidia's risk here could hurt them as well (and that they are taking a risk is the point the article it trying to make.) AMD has for a long time favored an inclusive, compatible approach. First (that I can recall) with x86-64, more recently with AdaptiveSync over G-Sync, and now with their Ray Tracing approach. Each time they chose a move efficient path that was open to the industry as a whole. This seems to have had some pros and cons. On the one hand, they've been able to keep up with the market with a solution that is the best value for them. They've never been a large company against the likes of Intel and NVidia, so I suspect there's less appetite for risk. On the other hand, by always going that route, they cede the leadership role to others, or if they do have leadership, it's not in a way they can really leverage. It becomes commoditized. Note how when the industry was moving to 64bit, AMD ended up setting the direction over IA-64 with their more inclusive approach. But it didn't turn into any significant leverage for them. They set a standard, but it was one that everyone else then adopted, including Intel. So I feel like while AMD's approach keeps them alive and always in the running, it's an approach that will never put them on top. Whether or not this is a bad thing really depends on what the goals of the company are, and if the the goal is to remain steadily in the race, then they're doing great. But arguably, NVidia pulls the industry in directions by way of its choices. They're risky and sometimes irritable. It's also put them in front. So in my opinion, AMD hasn't ceded the market, but they have ceded leadership in many instances by their safe approach. It's still profitable and safe for them. But they'll always remain second place as a result.