Because GPGPU software stacks do a very poor job of supporting either of OpenCL or Vulkan Compute, which are the main free alternatives to CUDA. This is especially problematic in the ML space.
Yes that was my point which contradicts what foxbluff wrote >> And IME it is the proprietary drivers that usually offer least value and most problems <<
And IME it is the proprietary drivers that usually offer least value and most problems. That sways buying decisions.