I think you and others are missing the point, intentionally or otherwise. It's not that AMD hasn't been talking about tessellation. I must be the only person here who sees the irony in a company pitching a 7th generation feature vs the competition's 1st generation while simultaneously complaining that the competition has "too much" performance. Also, after 7 generations if the best you can come up with is stuff like
this you're asking for trouble.
Let me put it this way. If Huddy approached you right now and said "Hey Jawed, nVidia is pushing this over tessellated crap. What do you recommend we do to show people the right way to do things?"
Will you tell him to dust-off "Froblins" - a proprietary DX10.1 implementation that is not only visually uninspired but irrelevant in the DX11 world? Will that be your counter to nVidia's marketing money and aggressive tactics? There is such a thing as being too techie, a little pragmatic thinking goes a long way.
Yes, that's exactly what they need to do. Put the focus on them and what they're doing, not what nVidia is doing TO them.