That's probably because of MAP ("Minimum Advertised Price"). I'm certain MC wants to move the inventory, but until the OEM 'cartel' decides, they have their hands tied.
Very much this.
I think it will take a several more years to shake out how AI tech will transform game development (not in terms of jobs replacement, but rather the tech stack itself), and Nvidia’s lead may continue to grow as a result of a virtuous cycle.