It's also a strange value proposition. If I'm a programmer in some super computer facility and my boss has bought a new CDNA based computer, fine, I'll write AMD specific code for it. Otherwise why should I? If I want to write proprietary GPU code I'll probably use the de facto industry standard from the industry giant and pick CUDA.
AMD could be collaborating with Intel and a myriad of other companies and organizations and focus on a good open cross platform GPU programming platform. I don't want to have to think about who makes my GPU! I recently switched from an Intel CPU to an AMD, obviously to problem. If I had to get new software written for AMD processors I would have just bought a new Intel, even though AMD are leading in performance at the moment. Even Windows on ARM seems to work ok, because most things aren't written in x86 assembly anymore.
Get behind SYCL, stop with the platform specific compilation nonsense, and start supporting consumer GPUs on Windows. If you provide a good base the rest of the software community will build on top. This should have been done ten years ago.