The only one who can actually scold and bring nvidia to their knees is Microsoft itself for screwing around their OS, and monetizing on OS feature fragmentation.
Currently gsync is already pain in the arse for them, it is constantly broken in insider builds as it interacts with whole display driver model.
Microsoft already did such move in the past by spanking Creative.
Somebody must have a serious talk with each other. As most importantly, the user experience suffers from this proprietary nonsense, gsync or freesync etc things when buying a panel, consumer choices are limited, thus mere people don't even understand that. A pure circus from both AMD and nVidia tbh... there are things that should be left alone and common, just like graphics api.