This isn't vertical integration. This is a commoditize your complements play and that does benefit customers. Nvidia benefits from supporting the open model ecosystem, if models are a commodity the gpus become what's scarce.

Someone with financial / decision making weight their is going to ask why they are commoditizing models that run on "others" GPUs .... Since doing that makes their gpus less of the scarce resource..

Oh, I totally agree, this alone is not vertical integration, but can be a path too it, long term being able to vertically integrate undercutting others that would be on top of the chain then retracting the open model.