This. I worked in HPC between 2010 and 2013, and people were trying to compete with NVidia in the GPGPU space even back then, seeing the way the wind was blowing. Compute bandwidth, and FLOPS/watt has steadily been more and more important the last 15 years, even before AI.
NVidia has continued to stay ahead because every alternative to CUDA is half baked trash, even when the silicone make sense. As a tech company, trading $$ for time not spent dealing with compatibility bugs and broken drivers pretty much always makes business sense.