I think the issue started with gpu-architecture tailored technologies like physx or gameworks but im probably wrong. For example I have nothing against physx but it only runs on nvidia cores natively (fast), i have an issue when there’s a monetary incentive or exclusive partnering of nvidia and game studios - so if you want to play the game with all the features, bells and whistles, it was designed with you would need to also buy their overpriced (and current gen: underperforming) gpus just because you’d be missing out on features or performance on any other gpu architecture.

If this trend continues everybody will need a €1k+ gpu from nvidia and a €1k+ gpu from AMD and hot-swap between them depending on what game you wish to play.