I find it odd that, first, nVidia is the de facto king here. Which, ok is understandable
Yeah, Nvidia has a long history of putting out more solid, reliable products. They also currently have the feature advantage, due to them pushing raytracing pretty hard. (I personally don't think RT is all that remarkable, but once you convince game makers to include it then every GPU maker has to support it well, or they automatically become second tier)
More or less kids are maxing out all the settings in the latest games and it runs reasonably on latest gen Nvidia GPU's but is a slideshow on latest gen AMD GPU's, that's pretty much guaranteed to give AMD GPU's a poor reputation.
That said, the general consensus is that AMD has to be both faster and cheaper for "many people" to show any interest or lend any credence to them as a worthwhile contender. And even that isn't good enough often times for them to be considered legitimate competition.
That's how market perceptions tend to work. As dumb as it may seem, halo products set a company reputation, and thus sell lower end products to people who will never afford (or want to spend the money for) a halo product.
How many "Ultimate Driving Machines" does BMW sell because customers see their M cars and are impressed? Then they go into a dealership and buy a base model 528i and feel smug because they have the "Ultimate Driving Machine" even though my 25 year old base model Volvo wagon out-corners a base 5 series.
Halo products sell the entire product line. It's dumb, but it is psychological.
AMD has spent several generations without any answer to Nvidia's halo products, probably since the launch of the first Titan in 2013. Then right when they were getting close with the 6900xt and 6950xt, Nvidia adds RT to the mix and relegates them to second tier status again.
If AMD adds functionally usable RT (that doesn't turn most games that use it into slide shows) and can maintain halo product parity, sometimes leading, sometimes slightly behind, for a few generations in a row, we will see the reputation change, and AMD GPU's no longer be considered second tier, just like what happened with their CPU's after the launch of Ryzen.
Yet, Intel... they just need to release some pictures of a card, a couple of mock up builds at a conference and some canned benchmarks, and Intel becomes this dark horse that will save the industry with it's boundless competition.
Yes, Intel entering the market
is exciting, not because their products are likely to be particulary class leading, but because they are the first entrant to the market in over 20 years. And of all the corporations out there, I can't think of anyone else who both has the money to throw at product development like this, AND the experience of working with silicone to pull it off. I mean, Apple probably could, but they are not likely to sell PC compatible discrete GPU's any time soon. Same with Google.
No one is expecting Intel to immediately jump to the forefront of GPU performance, but they can do what neither AMD nor Nvidia can do, and that is to add another player to the discrete GPU market, and that WILL have positive impacts for the consumer, even if they remain low tier entry to mid level products, this will improve pricing of entry to mid tier GPU's across the board, just by their very existence.
Intel was obviously drawn in this direction due to the insane GPU pricing over the last couple of years. Lets see if they keep up the fight and follow through with it all now that demand is softening a little bit. This generation is mostly sunk cost, so it will probably come out in some form sooner or later, but it remains to be seen if they can keep up the motivation to stay in the market, when profit margins are no longer as extreme as they have been over the last couple of years.