AMD are already doing sneaky things with their driver autoupdate on Windows, they put the checkbox below the "upgrade" button, prechecked and with a large spacing so it is likely you don't see it immediately and click "upgrade" before you realize it, and they also present the checkbox at least twice, rechecking it if you unchecked it previously. So I fear that after that move by Nvidia they'll feel empowered to push more things on the user.

I'm worried about the semiconductor industry in general as well, there is a lot of concentration currently all over the place, not sure where it's going to stop, and at some degree competition is going to become less fierce, you don't need to get to a monopoly but an oligopoly is likely and will lead to tacit agreement on market separation and price fixing as in the telecom industry.