I can see the reason they are making this move is because the supply of GeForce Video cards is being used up for things other than Graphics duty like mining block chains or AI training. It’s probably a desperate supply move
While I think it's probably part of the reason, if it was the only reason there are bound to be other less customer hostile ways of solving that particular problem.
This seems consumer-hostile because the entire thing is consumer-hostile - they want ML researchers to pay more for graphics cards because they have more money to spend, not because they can offer superior performance. (They can offer superior performance to GeForce, just not superior performance/$ or performance/W.)