Comment by Workaccount2

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.