Even after it became very clear that this is going to be big they're still slow off the block as if they're not even trying.
e.g. Why not make a list of the top 500 people in AI field and send them cards no strings attached plus as good of low level documentation as you can muster. Insignificant cost to AMD but could move the mindshare needle if even 20 of the 500 experiment and make some noise about it in their circles.
The Icewhale guys did exactly that best as I can tell. 350k USD hardware kickstarter so really lean. Yet all the youtubers even vaguely in their niche seem to have one of their boards. It's a good board don't get me wrong, but there is no way that was organic. Some sharp marketeer made sure the right people have the gear to influence mindshare.