Ideal for who? You are really asking this question?
Yes.
Mind you they got to this perilous position BECAUSE they were run by greedy, disgusting people. If they actually brought something and cared about market and customers, they wouldn't be in this position.
Are you still talking about AMD? Or Intel? Because I'm not sure which "they" is in play here. Intel is in their current position because they sucked at doing their jobs when in a position of advantage. AMD is in their current position because they executed when they needed to and targeted high margin markets successfully (after scraping by on semi-custom revenue for a bit). Notice that AMD didn't get where they are today on low-end mobile offerings.
Ideal for who?
Consumers, customers, us!
You shouldn't expect a desperate Intel and a gun-shy AMD to risk lowering their margins just so you can have a bigger iGPU on a budget mobile SoC. OEMs already don't want to sell those types of products, or else you'd see an i3 with a mobile 4070 or 5060 (or 5070). If OEMs don't want to produce such a product, odds are good Intel and AMD don't want to either, for similar reasons.
So it's not as consumer-friendly as you might think, if the company producing said product is losing money doing so, since the product won't stay on the market for long. Someone's got to make money or else they're not going to do it.
Strix Halo would have been cancelled (bc OEMs would not have been interested) if not for AI Hype. Hence all the high memory configs.
I have a feeling that Nova-AX will be cancelled and we'll see if any nVidia products end up being released.
I have a theory, and it's that Intel, NV, and AMD would like to kill off the mdGPU (for various reasons). Well maybe not NV but still. OEMs do stupid things that are suitable for OEMs but not necessarily for their suppliers (AMD, NV, Intel). AMD is probably not going to release any more mdGPUs and will just focus on halo and premium chips for people that want AMD graphics in a package suitable for mobile applications. Intel meanwhile appears to be integrating (somehow) NV products into their mobile lineup, taking configuration options away from the OEMs and putting that power into Intel's hands.
I could be wrong here, but within a few generations, it's entirely possible that most/all mobile platforms won't expose enough PCIe lanes for OEMs to integrate mdGPUs into products AND neither AMD nor NV will offer to sell mdGPUs to OEMs.