Many various reasons for this but one perspective I am curious about is how much this is actually a defensive move against Intel, because nVidia knows Intel is busy developing dedicated graphics via Xe, and if nVidia just allows that to continue they are going to find themselves simultaneously competing with and dependent on a vendor that owns the whole stack that their platform depends on. It is not a place I would want to be, even accounting for how incompetent Intel seems to have been for the last 10 years.

Edit: yes I meant nVidia not AMD!