It's forcing nVidia's hand. If they try to keep everything proprietary and the market starts to shift to the open alternatives because everybody hates that, everyone who used their solutions to begin with and has to throw them out and start over would be displeased. So their only hope is to try to be just open enough that people continue to use their stuff. But they still suck -- look at the state of the open source drivers for their hardware.
And they should hardly be rewarded for doing the wrong thing for as long as the market would bear. Forgive them after they fall below 40% market share.