Everyone wants Nvidia anyway, or at least most do. the marketing is strong in them
Perhaps, but most of the serious buyers of the top end products are aware of fact over the marketing. While their pricing and nerfing of memory is seriously taking the **** they do have some genuine value adds over AMD. DLSS 2 is significantly ahead of FSR, DLSS gives the card another generational level of performance if you need it or when the card starts to become dated it'll allow you to use it for longer. FSR isn't really worth using atm. Frame Gen does seem to work well and will likely only get better. RT will probably also become better and more mainstream in upcoming years. Nvidia Drivers probably have the edge too. As well as power consumption.
To be clear I have no affinity to either brand and if anything would probably pick AMD if all were equal. But DLSS, FG, RT, and drivers do offer customers something extra.
To be fully competitive AMD need to come up with something compelling other than being a single digit % ahead in raster for a few less quid. They either need to lower prices more, be MUCH more powerful at raster, or catch up with the value add features.