They already know Nvidia will always be able to beat them.
Just as AMD knows that they're fighting a losing battle against Intel.
It's really a shame, all around. Everybody, especially the consumers, will never, ever get the best possible equipment.
Intel and Nvidia has no reason to do the best they possibly can since they have exactly zero competition.
Everything everybody offers for sale has already been beat, on paper.
The only thing Nvidia and Intel has to do is to go into production and publicly humiliate AMD with overwhelmingly superior products.