This is NVIDIA's "xbox one/PS4" moment. AMD has deals with console manufacturers, their clients pay for a huge amount of R&D that gets ported back into AMD's desktop graphics architecture. Even if AMD doesn't make basically anything on the consoles themselves, it's a huge win for their R&D.
Now, every reference-implementation ARM processor manufactured will fund GeForce desktop products, datacenter/enterprise, etc as well.
NVIDIA definitely needs something like this in the face of the new Samsung deal, as well as AMD's pre-existing console deals.