Depends how you look at it. Entertain this idea....
If it was something along the lines of their own physx system, AMD have next gen consoles locked out with their hardware. If the technology was being used in the consoles it would make it into every pc version too and would be much more widely used than what Physx is.
Of course it will probably be something anticlimactic but if I was in charge at AMD I would be trying to use the lockout on console hardware to really screw Nvidia over in the pc gpu department.