For over a decade CUDA was nothing but a money and silicon wasting function that brought in very little extra revenue for the amount of company resources it uses. And arguably it started even before CUDA with Cg. And I will say another unpopular thing, they are in hardware business, apart from the past 1 - 2 years which they are enjoying massive success, for most of the past 30 years hardware business are 10x tougher than Software side.
Most CEO would have given up. Paul Graham invented the term to describe it, Founder Mode.
And for another note about comments elsewhere in the thread that Open AI is what brought up the current AI craze. Nvidia was already selling to OpenAI via introduction of Elon Musk in 2016.
I seriously doubt Nvidia would have been anywhere close to what they are today without Jensen's Leadership.