My two cents on what Nvidia has done, is that this is the right step even if its, in the short term, the wrong step. I'm glad they are taking on Ray Tracing, it would be even better if it was open source, but the truth is that special hardware is currently required to make this happen as it can't be brute forced via more general work processing cores, so it would be kinda weird to expect Nvidia to spend the money and then turn the hardware design over to AMD and intel. So its costly, and its proprietary and we consumes aren't excited about that. But flash forward a year or two and what we will have is a legitimate path to this tech, more matured, and a lower prices. That's a worthy goal!
don't get me wrong, vote with your wallets by all means if you think Nvidia is screwing the consumer here, but I think they are simply being A.) Ambitious and B.) Nvida, which is a lot like Hoolie...