I wouldn't say AMD is out of order necessarily.
First and foremost, we have zero evidence of this.
Secondly, AMD is the only company with an open source solution that works on any card. Nvidia doesn't even support their 10xx series and below and is keen to further fragment their own products to push more sales, and XeSS has a gimped fallback mode for anything that isn't an intel GPU with poorer performance and image quality on top.
If you guys really cared about making upscaling available for everyone, you should be pressuring Nvidia and intel to use more open source solutions. It's better for the consumer and better for progress. Nvidia's streamline proposal isn't a good solution either, it's just hiding the problem.
So far only AMD has introduced this, and the others would rather do their own thing.
The best thing would be if all three companies contributed to one singular open-source solution and they could just add in specific optimisations for when specific hardware is detected, without gimping or blocking fallback modes and with it being open-source there would be no foul play.
However that is a fantasy within a dream and we have this nonsense instead.