Console money...
3Dfx got stiffed by Sega over the Dreamcast graphics, not only did they not make any money because their chip didn't go into the Dreamcast, Sega seems to have used the deal to gain all console rights to Voodoo Graphics architecture, leaving 3Dfx unable to market it elsewhere. Seems no coincidence that Rampage project launched right after this debacle, they needed ALL NEW tech, or they would be buying yachts for Sega's lawyers.
ATi on the other hand got a wad from Nintendo for the Flipper going into the gamecube, and "flipped" that tech and team into 9x00 series, so benefitted by money and tech and team experience.
Likewise, nVidia got an advance of 200M in 1999 for the xbox graphics, basically MS paid for their R&D on the Geforce 3. Or you could say, they put that money in their back pocket for the GPU they were developing anyway, and grabbed it out again when they got the chance to buy 3Dfx.
Anyway, what was a huge net benefit to two competitors was a loss to 3Dfx, which had the first "go around", so did they watch that, learn from it, and make better deals? Was 3Dfx the price for not having all GPU tech locked up in the console market and unavailable for desktop?
Unicorn herding operations are proceeding, but all the totes of hens teeth and barrels of rocking horse poop give them plenty of hiding spots.