So just like everything else they do then.
AMD are being taken for mugs by Intel and nVidia; they let AMD invent all the actually interesting and forward-looking tech (because AMD has no choice; it can't compete on the "current" playing field), then wait for people to actually start using it in 3-5 years. In the mean time they just keep going on their relatively cheap incremental upgrades and when the new tech is sufficiently widespread they implement their own version of it when it's much cheaper to do so. AMD, to their credit, at least open source stuff they invent but, again, this is pretty much out of necessity. DX12/Vulkan would not be where it is today if AMD had kept it proprietary because no-one would be buying their GPUs to use a feature not implemented by any devs. nVidia and Intel of course don't have this problem: they have the market share so people will use what they put out no matter what, hence G-Sync and things like restricting 6+ core CPUs and overclockable CPUs with VT-d to a more expensive platform.