A lot went wrong with os/2. For CUDA, I think a better analogy is vhs. The standard, in the effective not open sense, is what it is. AMD sucks at software and views it as an expense rather than an advantage.
They have a hard time to understand the pain points of their consumers, as they don't feel that pain, look trough their own organisation-coloured glases, and can't see the real pain points from the whiney-customer ones.
AMD probably thinks software ecosystems are the easy part, ready to take it on whenever they feel like it and throw a token amount at it. They've built a great engine, see the carossery as beneath them, and don't understand why the lazy customer wants them to build the rest of the car too.