Nothing like a loss of market share or revenue to move these companies. If QC/NV can manage to win share in PC there will be some innovation.
100M USD marketing funds is pocket change for Jensen if it means adoption of their arm platform like how it was for CUDA.
NV can incentivize lots of existing SW vendors to start optimizing for their ARM platform first. As it is, lots of SW vendors already have relationship with NV, Jensen might just make it specific to his SoCs and not for QC