With ~15% of the market, it's going to be very difficult to pull the market in a direction you want, so you're forced to say "I can offer you what nVidia does, but cheaper"

PC vs console is weird. They are different markets but you'd think the x86 based PS5 would have more pull these days.

I suspect the problem the PC gaming market is very halo-product steered: Intel's product credibility is still buttressed by whatever 700-watt-from-the-wall 16900WTFBBQ they can showcase for benchmarks, and Radeons winning at various price/performance tiers means nothing when they don't have a 4090 killer.

I was also surprised how effectively ray-tracing was sold to the market, considering plenty of games still don't use it, and those that do take a big performance hit for it. The RTX2xxx cards were sort of turkeys, but I suspect it now provides an excellent FOMO/FUD scenario for newer cards-- that 7900XT might not ray-trace as well as a 4080.

The GPUs aren't playing catch up either, They're the shared memory APU systems. widely celebrated as novel on the current Apple silicon and shipping in configuration since the playstation 4.