Folks, all ARM-based Windows has to do is provide a better experience to the common Windows conumser than x86 provides. They aren't far off if 1) laptops are the most common Windows PC form factor and 2) battery life is noticeably better than their x86 counterparts.
Wendell from L1 Techs and Steve Burke from Gamers Nexus had a video on this recently. It was infuriating to me at first as an old-school x86 die-hard, but Wendell is right at the end of the day. So, by the time nVidia enters the market and Windows itself and Windows apps continue to get smoothed out with ARM or more broadly RISC ISA's, I think we'd all be surprised at the market penetration that nVidia will reach. After all, we're just the goons at home but by golly they know how to make $$$! Seriously, who's to stop them? Really, who, why, and how? Deeper integration is only a win for X company and Y organization and Z customer, so...
As mentioned by others already, it's a surprise that nVidia hasn't made a splash sooner. Soon of us also know that they tried and failed (ARM acquisition, etc.), but I think they're clever enough to also know that a massive takeover might jingle more alarm bells with the anti-trust regulators, so... (I did that again!? lollolol)
Call me some naive old-timer or fanboi or whatever you want, but nVidia will destroy the PC ecosystem as we know it once they establish firm ground in the Windows CPU space. I guess that's wonder under the bridge as I scatter over to Linux more and more, for, wel, everything, but that's not really a save-haven either, is it!? Like, really, wherever open standards and open source and the open tech community in general makes progress, the market leaders just run away with the stage coach full of money or gold or what have you.
Quite a tangent on my part but I insist these things must be said. Hopefully, it continues the spirit of X86S moving forward, even if Intel isn't able to continue contributing to the cause as even the amazingness of ARM and RISC-V needs real competition -- years and years of foreseeable competition going foward!