I never understood why AMD did not push that angle more, it is an act that would be very hard to follow by Intel unless they bought NVidia or something extreme like that.
It also would allow AMD to potentially gain an edge over NVidia in the GPGPU space. Missed opportunity imo, it still seems like an excellent idea.
AMD's market cap (44B) is much smaller in terms of market cap than either nVidia (124B) or Intel (251B), and pre-Zen they bet on mulitcore more heavily which lead to a decade of non-ideal hardware. As a result AMD didn't really have the money to dump into software for drivers and developer experience.
That said, they have been working on opening up the GPU space via ROCm: https://rocm.github.io