AMD cards have been competitive with NVIDIA cards, dollar for dollar, for decades.
AMD's processors bested Intel processors from K6 to K8. Their market share grew during that period but they didn't even come close to overtaking Intel. It was later discovered Intel did shady dealings of their own (offering rebates to OEMs that refused to sell AMD processors) and AMD won a lawsuit that had Intel paying AMD.
It's all about brand recognition. People recognize Intel and, to a lesser extent, NVIDIA. Only tech junkies are aware of AMD. NVIDIA, like Intel, is in a better position to broker big deals with OEMs.
That is a very blinkered view of the industry IMO.
AMD did have a superior product in K7 and K8 and were competitive during that era - and for certain weren't helped by Intel's predatory practices (nor were Cyrix, C&T, Intergraph, Seeq and a whole bunch of other companies). It is also a fact that AMD were incredibly slow to realize the potential of their own product. As early as 1998 there were doubts about the companies ability to fulfill contracts and supply the channel, and while the cross-licence agreement with Intel allowed AMD to outsource 20% of the x86 production, Jerry Sanders refused point blank to do so. By the time shortages were acute, the company poured funds they could ill afford to spend into developing Dresden's Fab 36 at breakneck speed and cost rather than just outsource production to Chartered Semi (
which they eventually did way too late in the game) or UMC, or TSMC. AMD never took advantage of the third-party provision of the x86 agreement past 7% of production when sales were there for the taking. The hubris of Jerry Sanders and his influence on lapdog Ruiz was true
in the early years of the decade as it was when AMD's own ex-president and COO, Atiq Raza
reiterated the same thing in 2013.
As for the whole Nvidia/AMD debate, that is less about hardware than the entire package. Nearly twenty years ago ATI was content to just sell good hardware knowing that a good product sells itself - which was a truism back in the day when the people buying hardware were engineers for OEMs rather than consumers. Nvidia saw what SGI was achieving with a whole ecosystem (basically the same model that served IBM so well until Intel started dominating the big iron markets), allied with SGI - and then were gifted the pro graphics area in the lawsuit settlement between the two companies - and reasoned that there was no reason that they couldn't strengthen their own position in a similar matter. Cue 2002-2003, and the company begin design of the G80, a defined strategy of pro software (CUDA) and gaming (
TWIMTBP). The company are still reaping rewards of a strategy defined 15 years ago. Why do people still buy Nvidia products? Because they laid down the groundwork years ago and many people were brought up with the hardware and software - especially via boring OEM boxes and TWIMTBP splash screens at the start of games. AMD could have gained massive inroads into that market, but shortsightedness in cancelling
ATI's own GIGT program, basically put the company back to square one in customer awareness and all because AMD couldn't see the benefit of a gaming development program or actively sponsoring OpenCL. Fast forward to the last couple of years, and the penny has finally dropped, but it is always tough to topple a market leader if that leader basically delivers - I'm talking about delivering to the vast majority of customers - OEMs and the average user that just uses the hardware and software, not an minority of enthusiasts whose presence barely registers outside of specialized sites like this.
Feel free to blame everything concerning AMD's failings on outside influences and big bads in the tech industry. The company has fostered exactly that image. I'm sure the previous cadre of deadwood in the board room collecting compensation packages for 10-14 years during AMD's slow decline appreciate having a built in excuse for not having to perform. It's just a real pity that it's the enthusiast that pays for the laissez-faire attitude of a BoD that were content to not to have to justify their positions.