TBF though you aren't really having to pay any more to get dlss, like most of nvidia software features, it is a nice to have, sure you could say it is bundled in the overall price of the card but then couldn't we say the same about any of amds specific features? Plus it's not like you're paying considerably more even at MSRP values, most people are probably paying extra for the better ray tracing perf, to use their gsync screen, nvenc streaming features and things like that than solely just for dlss.
Also, given the way things went this year, plenty of people this time round paid far less for nvidia cards than what a lot would have paid for amd cards because of amds UK ban then their site not having any bot protection and stock being rare as ****....
On the topic of FSR, I think it looks very good for 4k and the perf. gains are lovely, don't think I would use it for anything less than 4k though (and only ultra quality or perhaps quality setting) as the results aren't quite there yet, I fully expect this to improve though.