When you're #1, you can go all-in on your own proprietary stack, knowing that network effects will drive your market share higher and higher for you for free.
When you're #2, you need to follow de-facto standards and work on creating and following truly open ones, and try to compete on actual value, rather than rent-seeking. AMD of all companies should know this.
I don't know about that. You could kinda argue the opposite. "We improved CUDA. Oh it stopped working for you on AMD hardware? Too bad. Buy Nvidia next time"