But it does. Nvidia does not have to push the envelope because they simply have not been forced to, due to AMD's weak offerings. Not that there is much to judge from at the moment, but Maxwell was not released with DX12 in mind. And if AMD was able to offer a proper response to their Nvidia hardware counterparts at the time of their release, and not a couple years down the line, things would be different. Consumers have traditionally been judging GPUs from both companies on their merits at the time of their release and that is what has driven Nvidia's plans for the future.