Sure looks like it.
But they are ignoring the basic lesson of "new" CPU designs from Transputer to i432 to Itanium to Transmeta.
A new CPU design is easy, it is the compiler to use it that is the hard hard part.
Looked at another way, CUDA is a huge reason NVidia is so big right now. Their GPUs are broadly similar to AMD. Their software libraries are better.
But good luck to them, perhaps they have some great new idea. We need one.
> it is the compiler to use it that is the hard hard part
We're in a wildly different world from the one Itanium got to live in and compilers are something with a super tight automated verification loop that can make LLMs thrive. Add that plus cheap formal verification and I think this concern goes away almost completely.