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.
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"