Cars, household-robots, etc. all need to get around as well.
While perhaps true, usually one finds a friendlier name regardless, in order to hide or reduce the perception of association with war. It's why we have a "Dept. of Defense" instead of a "Dept. of Offense" or "Dept. of War". I'm not necessarily condoning such a practice, merely making an observation of product and project naming practices.
To compete with CUDA you need high performance drivers and people that can write them, and also be able to anticipate and keep up with the future needs of ML as well as hardware development.