Well I do think they care to a degree otherwise they wouldn't continue to put so much R&D into cutting edge features for pc gamers. It's not like DLSS development is free and they simply could have slowed down on their gaming related feature developments since their competitors hasn't even caught up to DLSS 2 yet. But they are coming out with new features once or twice a year. So if they were losing market positing against their competition, I think they would care as they are investing a lot into these features.
PC Specs: CPU: 7800X3D || GPU: Strix 4090 || RAM: 32GB DDR5 6000 || Main SSD: WD 2TB SN850