AMD implemented HIP, which is nearly CUDA (if not identical). There is an implementation for Intel too though it is third-party:
Here is how you beat the CUDA lock-in: consistently make better performing GPUs so not using them is a liability. Instead buying AMD you not only get a worse GPU but also the intern software solution, and that is just not compelling.
Also they keep forgetting that CUDA is not only C++, rather a polyglot eco-system.