What does Qualcomm promoting FUD have anything to do with NVIDIA's sales volumes?
It doesn't. As I said though for any SoC manufacturer any marketing or promotion incentives are IMHO completely redundant. NV started more aggressive marketing when they started gaining some ground in the market and Qualcomm picked up from there.
Qualcomm was "born" mobile, remember? Qualcomm's strength in baseband processors (both 3G and 4G LTE) and focus on mobile computing are largely responsible for their success in the smartphone market today. The realization of a 4G LTE baseband processor from Icera should be a game changer for NVIDIA with respect to getting design wins in the smartphone space, but this baseband processor has only recently started sampling, so it will be some months before any commercial product is ready.
Grey ( for mainstream smartphones) sounds like a game changer to me with full LTE integration; for AP40 I have severe doubts just yet because amongst other reasons LTE isn't fully integrated.