Not sure what you mean, obviously they must provide some bindings for developers to actually use their product.

But it’s not enough to offer a solution — you need to get people to use it. Doing it this way means Nvidia has to go out and convince studios to spend the effort, provide assistance if necessary, etc — which plays to it’s strengths as market leader, because it doesn’t require their product to be better, it “just” requires more employees and business contacts.

AMD, being smaller, instead goes for a riskier lower-level approach that needs less contact with developers, hopefully side-stepping the need to drive adoption because games get the feature “for free”.