They do, but they need to appease a dozen different teams from a dozen different labs, forcing nvidia to take general approaches and/or dictating approaches and pigeonholing labs into using those methods.
Deepmind can do whatever they want, and get the exact hardware to match it. It's a massive advantage when you can discover a bespoke way of running a filter, and you can get a hardware implementation of it without having to share that with any third parties. If OpenAI takes a new find to Nvidia, everyone else using Nvidia chips gets it too.
This ignores the way it often works: Customer comes to NVDA with a problem and NVDA comes up with a solution. This solution now adds value for every customer.
In your example, if OpenAI makes a massive new find they aren't taking it to NVDA.
Nvidia has the advantage of a broad base of customers that gives it a lot of information on what needs work and it tries to quickly respond to those deficiencies.
Deepmind can do whatever they want, and get the exact hardware to match it. It's a massive advantage when you can discover a bespoke way of running a filter, and you can get a hardware implementation of it without having to share that with any third parties. If OpenAI takes a new find to Nvidia, everyone else using Nvidia chips gets it too.