Pretty much this. Nvidia isn't big because of their hardware, they're not ahead on that front. It's their software support that makes it worthwhile.

Although a bit off the GPU topic, I think Apple's Rosetta is the smoothest binary transition I've ever used.

Keep in mind this is part of Nvidias embedded offerings. So you will get one release of software ever, and that's gonna be pretty much it for the lifetime of the product.