I work for one of their big competitors, and all my conversations with customers tend to follow the same string; "NVIDIA is milking us dry, we want an alternative, but all the alternatives require significant redesign in languages and tools people are unfamiliar with and we can't afford that overhead". It tends to be very cut and dry.

Until university labs get people working in open frameworks and not CUDA, every student joining the industry will default to NVIDIA GPUs until they're forced otherwise. The few people I've managed to convert have been forced by supply constraints, not any desire to innovate or save themselves money. As long as NVIDIA can keep the market satiated with a critical mass of compute, they'll sit on their throne for a long ol' while.