The thing that all of these hardware companies don't understand is that it is the software that keeps the boys in the yard. If you don't have something that works as well as CUDA then it doesn't matter how good your hardware is. The only company that seems to understand this is nVidia, and they are the ones eating everyone's lunch. The software side is hard, it is expensive, it takes loads of developer hours and real life years to get right, and it is necessary for success.