Most cards that come out seems to sell relatively well, so seems they are doing what consumers want: better performance in favor of everything else.

Would that inherently limits the customers/market though? The fps above all crowd would be happy but I would bet there's addressable people who would want 4080 performance in a small case that's relatively silent?

Except Apple doesn't really have their cake and eat it too. Their most powerful GPUs can be more than 10x slower than similarly priced Nvidia cards, particularly for ML and rendering workloads. At least in Nvidia's case, I think they've got their ducks in a row. Their 7nm GPUs get better performance-per-watt than Apple's 5nm ones. 'Nuff said.

ah but does Apple even want to ML on their GPU vs the dedicated neural engine thing they devoted more of their die space to?