From a sales point of view, Nvidia actually doesn't care that much about researchers, they make up a small percentage of sales. They care about gamers (VR has been a big help), and especially cryptocurrency mining where customers will buy multiple video cards at a time (kaching). There are even blockchains now that are resistant to ASIC mining, where GPU mining is the best again. (BTG for example)

I suspect that from Nvidia's viewpoint, cloud providers are a middleman and make GPU usage more efficient, which threatens sales. Why should I, ask a cryptocurrency miner, buy 4 new video cards when I can rent unused time that has already been paid for by someone else at the data center? (if the cost is cheaper, which sometimes it is)

Though I question how they intend to enforce this new provision of theirs given that GPU cloud usage is already widespread.