They are making money out of DLSS. Their cards double performance with it, AMD cards don't because they don't support it. This is fine from the company's perspective, and I think it is natural, but it's not good for consumers, because only one vendor does it, which is a monopoly, which lets the company price it however it likes.
Want a pro-consumer idea? Make DLSS open. It still needs hardware that AMD doesn't have, but it is not locked to Nvidia anymore. RX 6000 could have the hardware to do it, and then it would be able to compete on the implementation front (like it is one generation behind in RT performance), but I could get an RX 6800 and use some sort of DLSS with it. Nvidia would be better? Sure, but then devs wouldn't need to implement two solutions, consumers wouldn't be locked out of inovation, every game could have it (imagine only AMD cards had anti-aliasing, how would that feel?).
Again, it makes sense from the company perspective, but it's bad for consumers. Open technology, proprietary implementation, that's good.