Another way to see this is NVIDIA invested heavily, heavily in making a language and its compiler useable (for some level of useable.......) on enthusiast-affordable and poor-scrappy-researcher-affordable hardware on a complex weird-to-program-from-asm architecture and provided good-enough performance (and showcasing lots of very good optimizations) on standard HPC libraries and a bit of HW/SW co-design and kept at it for a long long time... with some level of backwards compatibility too. The recipe is here.