I still don't think you guys are paying attention or acknowledging history.
All of what you speak of won't matter if AMD is not competitive on the high end. Where NV got the halo branding is not due to being 2nd best and offering great perf/$ for years. They got it by being THE BEST from the top.
Pushing GE vs Gameworks is a game of throwing $ at developers via manpower & resources, always has been. Fact is, NV has more money to throw around.
Definitely AMD needs to keep pushing with GE & Mantle, especially easier for them now due to Radeons in major consoles. But they also need to push for raw performance WITH a focus on efficiency for their new architecture. They need efficiency to compete on notebooks, without it, they are giving that market away to NV.
The 7970 situation was a small window where they led. Everyone knew NV was going to respond soon, and they are willing to wait a few months for it. After that, it was too close to call, then NV dropped the bomb with Titan (overpriced but still THE BEST), then 780 hammered home the win on that generation. R290/X was far too late, and while it enjoyed a good run, 970/980 is now again the better choice forcing major price drops on AMD's lineup.
See, to someone loyal with NV, they see this and they know NV delivers. They may be slightly late here and there, but they will be on top. The common man where I am think NV is the best & they are willing to pay extra for it.
As soon as AMD is able to lead a generation utterly, then follow up with a 2nd generation in the lead, is when heads will turn.
They have not done that ever since the 8800 series from NV. AMD has been 2nd best and bleeding marketshare.