Nvidia doesn't care, their hardware is the very same as any other adaptive sync implementation, they all support each other, the problem is Nvidia loves to brand lock people to their own ecosystem because they can with their giant market share so they made a software lock in GeForce drivers for this very reason that will not allow GeForce desktop GPUs to offer VRR on anything but Gsync module equipped monitors, aka there is some check procedure that determines if the connected monitor is a supported one or has Gsync and not other adaptive sync. Meaning if they bothered to offer open source drivers the Gsync ecosystem lockdown would be gone instantly at least where open source drivers can be used. Gsync is inferior in specifications, input ports, etc. costs a lot more and locks you down to 1 brand only, it's a total rip off of customers.
People are waiting for VRR on TVs for ages now, especially HDMI 2.1. The panels don't care, they can do it for along time but electronics that control the panels are often limited on TVs and monitors to only offer a limited bandwidth = resolution * refresh rate.