It only makes Nvidia look bad in the eyes of AMD fanboys. Rational people will think GOW makes the developer, i.e. Microsoft look bad. In fact, AFAIK there is no where in the game that tells users that it uses Nvidia's HBAO+ Gamesworks features.
Sattements like this "If MS used Gameworks they need to licence it from Nvidia which means they must collaborate with Nvidia to ensure it is implemented correctly" are just meaningless. Nvidia's is absolutely not responsible for what a developer does in the slightest, no more than Google is responsible if a developer makes a terrible Android app, or Toyota is responsible if you are a bad driver. These companies just provide a tool, how that tool is used is down to the client.
Nvidia is not responsible for developer QC, the developer and publisher are. Gamesworks is just a middleware library
Examples making people embarassed is not welcome here DP