Are they pushing, though?
We've been getting the same architecture with minor modifications for 3 generations straight now. The ratio of raster-to-RT hardware, and the performance drop when enabling RT has been the same since RT was introduced with Turing. Of course, reviews sing praises about the million changes in the RT engine, but I don't see them manifest anywhere in practice. The difference is that when Nvidia switches language to technobabble, fans piss their pants in joy and hand over big lumps of cash for the latest 9090 GTRTX Titanium Platinum FE card, but when AMD does the same, people bash them for not seeing the real world performance promised. Where is Nvidia's real world performance? All I see is pricier GPUs generation by generation that achieve more performance only by having more of the same hardware as before. Pure marketing.
And like I said, I'm not an AMD fan.