nvidia is using their investor's dollars really efficiently, which is what leads them to today's dominance, but also make them like bully toward their business partners(like EVGA, who knew what other vendors are being treated. )

some of the early investment to push dominance in cuda:

• NV directly fund researches and provide equipment for accelerated computing(both graphic and non-graphic), which in return researcher are really familiar with cuda and their results improve cuda's design/driver/compiler. the AI training side eventually leads to tensor cores.
• NV then use those to help software developers to integrate CUDA-accelerated application, like GPU-renderer, GPU-simulation, GPU-deep learning, GPU-denoiser, GPU-video encoding.
• NV also helps game developer implement or integrate techs like RTX, DLSS, or ealier ones like hair/physx, etc. And those notorious game specific driver enhancement. ie. they basically work with the game and have ways to set driver side parameters for each game. These collaboration also leads to that GeForce Experience's auto best quality settings for your pc feature.
• they also make CUDA only card for number crunching at data center.
• all above leads to when making purchase, if you are not just playing games, your most viable cost efficient is to buy NV if your work software also use those CUDA features.

The business plan and result is then positive feedback cycle, crytpo surge of sales or investment money is extra but Nvidia did put them to good use. But above plan make more investors willing to pump money into NV. There are no better business than monopoly business.

Then, some thing happened for consumer end, don't know exactly when or reasons they start selling flag ship and crank up their GPU's prices. People would be like, dude their used GPU with crypto is selling 3x~5x higher then MSRP, why wouldn't they just increase and get all the revenue themselves. That maybe "part" of the reason but I think they probably testing water in both front(their data center number crunching card were way, way more expensive than even the top tier consumer cards.) They took the chance, with global chip shortage and other "valid reason" to up the price and then check what the market respond, now they have about 2 generation worth of "price gouging" the market data to set their price properly.(plus the door in your face effect. ) Note, big manufacturers sign component deals in years, not quarters, the chip shortage might affect difference sector heavily, like say laundry machines, but for NV you can bet your ass their supply is top priority.

They did lose out on the console front, and like many already mentioned, NV's CEO no longer have passion in pushing game tech, he is all AI now. Depending on how they aim their business, their game side gpu business may not doing something really worth mentioning until AMD can put up a serious threat.