I'm sure that AMD has seen a spike in their cards and correlated it with mining. I'd imagine that in their boardroom there is a long term plan to make sure mining is more viable.
Think about it. Spread a few million $ around us hobby miners and what is the return in brand loyalty etc.. It's very very high.
I can't believe that AMD hasn't realized this and made a coin that you  can use to buy their products and is min-able with only their cards. I BET it happens.