Nah, nVidia massively profits from the marketability of stuff like HairWorks / GameWorks a couple of years back being proprietary, and now it's DLSS. It's super cool tech, but kinda sad that [Speculation] it'll be replaced with a slightly worse version that works on all cards down the line just because nVidia wants to market it's exclusivity while it lasts.
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Nvidia likes to use Gameworks etc as a weapon against AMD. Like when they turned up tessellation to ridiculous levels because AMDs cards didn't have the hardware for it at the time.
Crysis 2 simulating an entire ocean to render a puddle comes to mind. Also tessalating perfectly leveled floors IIRC.
That has been throughly debunked a million times over. The ocean only renders in wireframe mode because occlusion culling doesn't happen in wire frame mode.
Nvidia never did that though.