I can see the reason they are making this move is because the supply of GeForce Video cards is being used up for things other than Graphics duty like mining block chains or AI training. It’s probably a desperate supply move
This seems consumer-hostile because the entire thing is consumer-hostile - they want ML researchers to pay more for graphics cards because they have more money to spend, not because they can offer superior performance. (They can offer superior performance to GeForce, just not superior performance/$ or performance/W.)
For a very large number of problems that are smaller than both or bigger than both, that extra memory bandwidth is a lot smaller than the price difference.