They want to be more than a hardware company, because commodification is antithetical to fat profit margins. They have ~80% of the GPU market, their only way to

They want to be more than a hardware company, because commodification is antithetical to fat profit margins. They have ~80% of the GPU market, their only way to increase profit margins is to start gouging (which is easier if they control the stack higher up, e.g. if the main GPGPU language is built around their GPU architecture) or to branch into a different field entirely (which is why Nvidia has been going so hard into AI - they could leverage their GPU dominance to gain an early lead in the field).