Vega's marketing pushed Nvidia to make what is ending up to be the best product series they will ever make: series 10. That isn't much of a joke, it scared the shit out of Nvidia, and they blinked.
Vega was too late in the pipeline to stop, and Raja was ultimately let go for his role in the whole thing. He refused to start making more gamer-friendly cards, and was obsessed with enterprise compute/jack of all trades cards.
Immediately afterwards was a pivot towards a split arch, allowing multiple teams to pursue their intended markets.
Its why AMD won against Nvidia. Nvidia still has no real answer to AMD's success, other than continuing to increase card prices and making ridiculously large chips that have poor wafer yields. Nvidia won't even have working chiplets until series 60 or 70, while AMD already has them in a shipping product.