Only apple took the bill for its customers, other brands kept silent while updating their laptops firmware to get the fans spin harder, i knew of three people who got such laptops booting windows with dead screaning, most of the consumers were unaware of the issue, worst is that the laptops often failed once the warranty periods passed, two weeks for my sister s laptop, she got a replacement only when she threatened to sue the dealer, he offered her to take the one she wants on the shelves whatever the price, he surely did so as he knew that if it was publicised hundreds customers would ask for the same, Nvidia get away with it thanks to the whole distribution chain as it would have been a financial burden for every people in the business, so the consumers did pay for the thing.
More on topic i guess that AMD are somewhat relieved in respect of said Maxwell uarch as they know that there was no architectural improvements, it s the same underlying uarch as Kepler with a few updates that adress lacks in D3D (Nvidia aknwoledged that the previous gen was lacking hardware features of DX11.1) and in some throughput operations but overall it brings no perf/watt improvement intrinsicaly, the IPC has not increased globaly and it consume the same amount in watt/operation, the power management can eventualy make illusion in the gaming area but in the professional side of things they wont get any perf/watt advantage.