They are aware, but it wasn’t until recently that they had the resources to invest in the space. They had to build Zen and start making buckets of money first
Their leadership seems quite a bit more competent than random forum commenters give them credit for. I guess what they need, marketing wise, is a few successful halo GPU launches. They haven't done that in a while. Lisa acknowledged this years ago. It's marketing 101. I guess these things are easier said than done.