The truth is, every company strives for proprietary tech since open tech gives you no business moat. You don't see Windows OS, Microsoft Word, Apple SoCs, Adobe Photoshop, etc. being open-sourced. Heck, AMD doesn't open source most of their own inventions.
One exception I can think of is Android and Chrome being open-source. But Google makes money through the Android App Store, emphasizes its own services on Android, and makes Google the default search engine on Chrome.
Nvidia has been hugely innovative with things such as CUDA, RTX, DLSS, Tensor Cores, etc. There's no reason to expect Nvidia to open-source their inventions so that other companies can copy them. Nvidia also did the heavy lifting in getting Ray Tracing software support onto DirectX and Vulkan, which AMD can now benefit from.
This "closed ecosystem" label thing for Nvidia only exists in the DIY PC Master race or elite gamer community. These communities want inventions to be made standard so that many companies can produce parts and compete on price. In B2B, most businesses don't care. If closed, proprietory Nvidia tech can solve their business problems, then they will buy Nvidia regardless.
Lastly, Nvidia is now the biggest semiconductor company in the world by marketcap if you don't count TSMC. They didn't get to this size by being stupid. They got here because they provided a lot of value to their customers.