It's not just money that advances technology; there's understanding. G80 was only possible with time spent researching how to implement US.
I don't know why you are so confident that the reason that Nvidia hadn't introduced a US-based architecture because they didn't know how as opposed to it being a strategic decision based on what architecture would be the most performant when running the games that consumers would be playing during its primary product life. That decision is markedly different when creating a product that will be replaced in 12-24 months vs. one that will need to be viable for 60+. Also, despite being the first to offer a US design with Xenos, ATI were actually later introducing their first US-based part for the PC market (Radeon HD 2900, May 14th 2007) than Nvidia (Geforce 8800 GTX, November 8, 2006).