There’s an entire derivative industry of GPUs, namely GenAI and LLM providers, that could be the “complement” to an open GPU platform. The exact design and interface between such a complement and platform is yet undefined, but I’m sure there are creative approaches to this problem.
And NVIDIA is playing in that game too. Why would they not play in higher level services as well? They already publish the source to their entire software stack. A comparison to Android is completely useless. Google is a multi-sided platform that does lots of things for free for some people (web users, Android users) so it can charge other people for their data (ad buyers). That isn't the chip business whatsoever. The original comment only makes sense if you know nothing about their respective business models.
Yes, so when the ground inevitably shifts below their feet (it might happen years from now, but it will happen – open platforms always emerge and eventually proliferate), wouldn’t it be better for them to own that platform?
On the other hand, they could always wait for the most viable threat to emerge and then pay a few billion dollars to acquire it and own its direction. Google didn’t invent Android, after all…
> Google is a multi-sided platform that does lots of things for free for some people… That isn't the chip business whatsoever.
This is a reductionist differentiation that overlooks the similarities between the platforms of “mobile” and “GPU” (and also mischaracterizes the business model of Google, who does in fact make money directly from Android sales, and even moved all the way down the stack to selling hardware). In fact there is even a potentially direct analogy between the two platforms: LLM is the top of the stack with GPU on the bottom, just like Advertising is the top of the stack with Mobile on the bottom.
Yes, Google’s top level money printer is advertising, and everything they do (including Android) is about controlling the maximum number of layers below that money printer. But that doesn’t mean there is no benefit to Nvidia doing the same. They might approach it differently, since they currently own the bottom layer whereas Google started from the top layer. But the end result of controlling the whole stack will lead to the same benefits.
And you even admit in your comment that Nvidia is investing in these higher levels. My argument is that they are jeopardizing the longevity of these high-level investments due to their reluctance to invest in an open platform at the bottom layer (not even the bottom, but one level above their hardware). This will leave them vulnerable to encroachment by a player that comes from a higher level, like OpenAI for example, who gets to define the open platform before Nvidia ever has a chance to own it.
> it might happen years from now, but it will happen – open platforms always emerge and eventually proliferate
30 years ago people were making the same argument that MS should have kept DirectX open or else they were going to lose to OpenGL. Look how that's worked out for them.
> Google, who does in fact make money directly from Android sales
They don't though. They have some amount of revenue from it, but it's a loss-making operation.
> In fact there is even a potentially direct analogy between the two platforms: LLM is the top of the stack with GPU on the bottom, just like Advertising is the top of the stack with Mobile on the bottom.
But which layer is the differentiator, and which layer is just commodity? Google gives away Android because it isn't better than iOS and isn't trying to be; "good enough" is fine for their business (if anything, being open is a way to stay relevant where they would otherwise fall behind). They don't give away the ad-tech, nor would they open up e.g. Maps data where they have a competitive advantage.
NVidia has no reason to open up CUDA; they have nothing to gain and a lot to lose by doing so. They make a lot of their money from hardware sales which they would open up to cannibalisation, and CUDA is already the industry standard that everyone builds on and stays compatible with. If there was ever a real competitive threat then that might change, but AMD has a long way to go to get there.
"Open up CUDA" - guys, its all open source. What do you want them to do? Do tech support to help their competitors compete against them? AMD is to blame for not building this project 10 years ago.
