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They did, and failed:

https://www.notebookcheck.net/Nvidia-to-licence-GPU-technolo...

My guess is they failed because Geforce at the time was too much of a "desktop architecture", and my guess is that it still is. But now that they own Arm they can just tell all Mali customers "take it or leave it."

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A less cynical take is that they can now ask Mali customers "how can we modify this better and more mature architecture to be appropriate for your use case"

I hope this is true.

Am sad to say I'd call that take more naive more so than less cynical.

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