And yet, 10 years ago the situation was exactly reversed, with ATi sabotaging early DirectX 9 to run worse on Nvidia cards, and ATi pushing a huge pile of proprietary solutions nobody ended up caring about – like TruForm (ATi brand tessellation) or Close-to-Metal (predecessor to Nvidia's CUDA, only when that proved more successful did ATi switch to pushing OpenCL).
Brand loyalty is useless, because brands don't care about consumers.