I'm sorry Richard, I've always had the greatest respect for you, but I have to strongly disagree. I imagine Nvidia has probably already done a cost-benefit analysis, and determined that it's not worth it for them to participate
I doubt that they are rational -- I think they overestimate the importance of secrecy. Thus, I think that terms such as "cost-benefit analysis" are misleading.
Meanwhile, public disapproval is a significant factor in their conclusions. Protests can affect them.