It could pay of very well for them in the long run if the market continues on the path it is on though. I personally don't like the thought of only having 1 brand to choose from in this area...
What makes you say that? I would say it seems like they are putting all their eggs in one basket with it currently and hoping to grab the market by the balls here before anyone else does and even going to lengths where they have their own studio to mod/add in RT to classic games. People who think "nvidia pay for RT" was bad with ampere time.... I say wait and see what happens now given this is literally all nvidia has going for 40xx, they're going to make sure that they dominate here as chances are they're going to lose on every other front going forward for a while now. I wouldn't even be surprised if we see a lot more sponsored nvidia games suddenly amping up the RT effects and making use of 40xx optimisations & hardware to the point even ampere gpus will suffer with maxed RT.
An old article but given how it is easier listing new games, which don't have RT now, this kind of sums up nvidias future plan and it doesn't seem far of, they have now started pushing path tracing:
Personally I wouldn't say it is "required" though but from a developers/publishers and project budget POV, you can completely understand why it could classify as being "required". I also wouldn't be surprised if developers were in talks with amd about plans for the next gen/refresh consoles and how to focus on RT given the benefits for them.
Suppose we'll find out soon enough where RDNA 3 stands on RT, I just hope if AMD have improved it considerably, they will showcase the improvements on games like DL 2, CP 2077, the ascent and not godawful.