Why Did Jensen Huang Keep Funding CUDA in 2008?

David Senra, reading Tae Kim's The Nvidia Way, says Jensen Huang kept funding CUDA through 2007 and 2008 while Nvidia's gross margin fell from 45% to 35%. The company spent heavily converting its GPUs for CUDA compatibility. The aim was to put CUDA in as many hands as possible so it would become a standard.

Spending kept rising while the financial crisis wiped out consumer demand, and Nvidia's stock fell by more than 80%. Investors asked for a different course. Huang stayed with the one he had chosen. Accelerated computing would solve problems normal computers could not, and the sacrifice stood because his belief in that potential ran deep.

The spending stayed in place, and the plan was to push CUDA everywhere until it was a foundational technology.