Well, NVidia are currently behind the competition in terms of OpenGL ES support, so they actually need to hope game developers don't decide to take advantage of the newest and greatest hardware features before they're ready. That would leave them without a horse in the race altogether - even their new Tegra 4 chip which hasn't launched yet can't support OpenGL ES 3.0.

Also, whether anyone licenses their hardware in the first place depends on how expensive it is and how much power it sucks down. Remember that we're talking about a full desktop GPU architecture here, the lowest power GPU that currently uses it consumes more power than an entire tablet. NVidia have screwed this up before, and given all the NRE costs of creating a new chip I can't see anyone going for this until they can test the actual power consumption in actual hardware.