I tend to believe this will eventually be bad for consumers.
“Activism is a way for useless people to feel important, even if the consequences of their activism are counterproductive for those they claim to be helping and damaging to the fabric of society as a whole.” - Dr Thomas Sowell
My guess is: AMD siphons off ATI talent to work on AMD pet projects that involve incorporating video stuff into mobos/chipsets/cpus/whatever, and the company languishes. Nvidia laughs to the bank.