Caporegime
If the image quality and frame rate are there, and beating the competition, does it really matter to you how that's achieved?
Why should it?
Is all optimisation "cheating"?
Nvidia are making larger GPU's to accommodate DLSS. its takes up transistors on the die, seemingly so they can say "look kids you can run this game a 1600P and with DLSS you can make it look almost 2160P with almost 1600P performance"
Why not use that die space to add more shaders and bring the performance up that way?
And AMD do the same thing without dedicating transistors to it, even if it 'only' looks 90% as good as DLSS 2 its a better solution, no?