RTX looks more and more like fringe technology to me, something that can't be used extensively for proper results. Reminds me a lot of tessellation, we got bombarded with it when DX11 arrived, you would have been convinced that in 3-4 years every surface rendered in a game would be tessellated. Fast forward to today and it's still used sparingly as it's cost still far outweighs the results and it likely remain that way , stuff like parallax occlusion mapping proved to be much more feasible across all types of hardware and platforms.
Integrating that into hardware and building an entire product line based on it ? That might be too much even for Nvidia.