Imagine if AMD launch a new bus implementation from CPU to GPU. That's not something Nvidia can do by themselves. Maybe Nvidia buys Intel and does it though!
https://www.tomshardware.com/news/amd-infinity-fabric-3
AMD already does that, and much like G-Sync there is also an open standard (CXL) that everyone else is converging around.
https://en.wikipedia.org/wiki/Compute_Express_Link
Imagine if AMD launch a new bus implementation from CPU to GPU. That's not something Nvidia can do by themselves. Maybe Nvidia buys Intel and does it though!