I think that's how they are preparing for the imminent commodification of their Deep Learning space - by milking the cow as much as they can before they are forced to compete on price. Once TF/Torch/MXNet can reliably run on AMD/Intel hardware without changing a line of code and with comparable performance, they will feel both consumer and data center pressure and their high margin business might evaporate quickly. Still, with CUDA/cuDNN they were the pioneers and the only relevant party so they deserve some ice cream for that.
NVIDIA wasamazing. They drove a bulldozer through the walled garden of HPC Welfare Queens (ask any grad student from the 00s trying to get supercomputer access what GPUs meant to them) and set the stage for the current AI boom.
IMO they deserve an entire fulfillment center of ice cream for that alone.
