The large api/token providers, and large consumers are all investing in their own hardware. So, they are in an interesting position where the market is growing, and NVIDIA is taking the lion's share of enterprise, but is shrinking at the hyperscaler side (google is a good example as they shift more and more compute to TPU). So, they have a shrinking market share, but its not super visible.

Market share can shrink but if the TAM is growing you can still grow.

But will the whole pie grow or shrink?