I feel like everything about this program put NVIDIA in a damned-if-you-do, damned-if-you-don't situation. On one hand, NVIDIA's net revenue is nearly approaching $100B, so they're greedy for not subsidizing AIBs. On the other hand, subsidizing AIBs brings about a litany of questions regarding fair trade, similar to how Intel was "subsidizing" system builders to prefer them over AMD.
Either way, it sucks for the consumer.