Leadership. At the end of the day, the buck stops with leadership.
If they wanted to prioritize this, they would. They're simply not taking it seriously.
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However the amount of resources at stake is incredible. The delta between NVIDIA's value and AMD's is bigger than the annual GDP of Spain. Even if they needed to hire a few thousand engineers at a few million in comp each, it'd still be a good investment.
If they wanted to prioritize this, they would. They're simply not taking it seriously.