I don't get why people seem to attack only Nvidia based tech.
Again, who cares? If you don't have a horse in the race, what is it to you? It's weird how people get a persecution complex about hardware they have nothing to do with, other than being a consumer of.
I will answer the question though, since you seem to be missing the forest for all the trees blocking your view. First we will dispense with the word attack. That is some pearl clutching hyperbole. Moving on, the reason I am critical of Nvidia is that they make everything
proprietary. Then further engage in consumer unfriendly behavior by not providing features that will even work for all of their own customers. Worse yet, their competitors are the ones that looked out for millions of GTX customers by including them in FSR and XeSS support. And to beat the other dead horse, having to fight out the VRR battle to make Nvidia allow their own customers to have it without buying a more expensive monitor. Consumer unfriendly behavior is going to get called out every time.
Intel is new to the market, and has a bunch of wood to chop. Yet they still took the time to make a version of XeSS available to other vendors. It may not be great, but I for one applaud the effort.
None of that gets AMD off the hook for their shenanigans either. I don't like that they follow Nvidia's lead by paying to have games exclude competitors features. For example: The Callisto Protocol not having DLSS is uncool. Yes, everyone can use FSR, but DLSS on a supporting card should be an option too. It is a stupid way to spend money, and the sooner the practice stops, the better it is for PC gamers.