Out of interest, why? A fragmented market can't be a good thing imo. I can see what you're saying though and that is a real possibility.
It's just the way its heading, there's sony and ms, you have exclusives for each then the dross inbetween. AMD and Nvidia, you've got AMD games and Nvidia games, now they will have to be optimised differently for dx12 and the future, so I think you'll have many more sponsored games from each camp. The divide will be created.
I think its a good thing because If I want to play an optimised DX12 AMD game on my nvidia cards, its not going to run anywhere near as good as the AMD sponsored game, so at least I know what I can and cant buy and there's no guesswork needed. Pick up a green game and go.