I don't even know how to respond to this.
You expect nvidia to build something that works for amd as well? Or do you expect them to work together to develop a cross GPU architecture device? According to NV, AMD has the ability to adapt to the technology if they want to. As to why the Monitor companies haven't done this to now, idk... Asking questions that surpass my education... Do you have an educated answer as to why they haven't? Or just an assumption? This is being built in conjunction with the monitor companies... AMD is also pumping out all sorts of proprietary nonsense... What's the big deal? It's how the game's played today.
I reckon it's very fair what Nvidia have done, though I wish they had more monitor manufacturers on board, and for that I suspect they would've needed to do this with AMD. Something they didn't want to do because they want this to be GeForce only.