The customers are players that can throw money into the software stack, hell, they are even throwing lots of money in the hardware one too with proprietary tens

The customers are players that can throw money into the software stack, hell, they are even throwing lots of money in the hardware one too with proprietary tensors and such. And the big players don't necessarily care about the full software stack, they are likely to optimize the hardware for single usage (e.g. inference or specific steps of the training).