Do you really think there's money in making (exclusive) video hardware anymore? With all that competition from Aja, Matrox, Motu, etc.? Even the Cuda cards (relatively) sell for peanuts, right?
Perhaps some closed HW-SW-system. But that sounds so 2001 in this day and age, where compatibility and flexibility seem key.
They used to HAVE the strategy you suggest. Symphony with Nitris. Then DX ended that.
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