Why is anyone pretending this is about irrational loyalty to AMD? The OP was clearly referring to nvidia because it was about a statement from nvidia about nvidia's plans. That has nothing to do with AMD. The OP didn't even mention AMD. Pretending it's about AMD is a false narrative.
The graphics card market is mainly about nvidia because nvidia dominate that market. It's not quite a monopoly, but it's close to one. Which is a large part of the problem. Although a duopoly, if one existed, would be little different because AMD isn't fundamentally different to nvidia. Neither company gives a rat's arse about PC gaming or about their customers other than other large companies and even then they only actually care about the money. Company X buying £10M of product matters. Joe Bloggs with £400 to spend doesn't. Large businesses are not your friends. They don't care about you.
If nvidia offer a product I consider worth the price I will buy it. If AMD offer a product I consider worth the price I will buy it. If Intel offer a product I consider worth the price I will buy it. If some other company offers a product I consider worth the price I will buy it. None of those companies care about me. I don't care about any of those companies. None of those companies have any loyalty to me. I don't have any loyalty to those companies. I don't care what companies are currently fashionable.
I'm in a fortunate position financially. I could pay £3K for a graphics card and not care. But I won't. I'm buying indie games for £5-£15 apiece and enjoying them on my now rather archaic PC, which runs them well enough. I'm spending a lot more on books than I am on PC gaming. I've cut my hours at work to have more life.
I might buy a new PC for gaming. Or I might not. If I do, it will be no more than £1K. Not because I can't afford it but because I'm not interested in maintaining the profit margins of companies that don't care if I live or die. If consoles properly supported mouse and keyboard I'd buy a console instead. They're far better value for money. If I die with money in the bank, I'm not going to care because I'll be dead. It's not like I have to spend everything I have.