GDDR has higher latency as GPUs need bandwidth, while RAM has lower latency and less throughout as is optimized for the tasks that a CPU does. I think the first Ryzens had a performance problem due to latency which obviously translated into games as well.
Probably they're happy with the performance loss while they'll gain something in other areas, but a console is designed to do a very specific task (gaming), while a PC does a lot more.
Moreover that unified momory has everything in a SoC, so lacks the modularity needed and welcomed in the PC world. Btw, we already have faster storage drives thanks to that ...
There is nothing wrong with the concept of the PC hardware, the problem is the price. Xbox and PS4 are making money through games, so their interest is to sell the hardware at the lowest price possible, while AMD and nVIDIA are going for stupid high margins and prices and make zero from gaming ( online streaming sh**t not included).
Nothing is stopping game devs to properly optimize their pos software other than "high margins" (as in invest as little resources as possible while making the best profit possible, **** quality!). Look at Just Cause, Arma or even Star Citizen which have no problems streaming stuff because of vRAM.
Personally I'm not gonna buy and support these practices . At best I'll throw a fiver in a sell.
They still have huge patch downloads, poor performance and image quality issues that you're stuck with (going down in res to 720p without dlss is probably quite bad) and so on. They were also scarce and scalped, so I wouldn't put that as a clear win. Works ok for a niche, while some aspects are rather marketed as better than actually being significantly better.