The problem here seems to be that everyone kinda wants Nvidia's market capture. Intel didn't contribute to AMD's project - they started their own.
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.