In this case, you get Starfield free with the purchase of select AMD CPUs or GPUs.
But it’s weird for Todd Howard to come out with this push now, because it’s in response to those already playing the game.
I mean, that’s probably why he would make the push. The bait’s in the mouth (people have the game), then comes the pull of the hook (they have to upgrade to try and handle its poor optimization, fulfilling the benefit of AMD backing them). And Beth doesn’t lose anything if its too frustrating and people stop playing over it because they already have the money.
EDIT: Admittedly I keep forgetting that game-pass is a thing, but maybe even that doesn’t really matter to Microsoft if it got people to get on gamepass or something? That makes my earlier point a bit shakier.