But AMD had almost always pretty great midrange offerings which most consumer buy anyway. Especially in the last three generation they had their shit together and were IMHO pretty competitive in every price bracket besides the very high end. Still, they lost even more market share. In the US maybe. Any time I looked at AMD cards in recent years, they were more expensive than nVidia equivalents. And that was even before Lisa Su started courting Donald Trump and the AI industry. There’s a cult following around AMD and they and retailers both abuse that.