Hard to say how that flies
"allowing customers to play the latest games with all settings turned to 11 without having to spend tons of cash on enthusiast-level hardware"
Has human nature somehow changed in that competitors aren't always looking for an "edge" and willing to spend money to get one? Try to buy talent with bucks? I've yet to see any sport where that can be done where it isn't widely done.
Those little-bit better golf clubs, that tweak on a faster car, sports shoes, the best computer for gaming, even the best scope for long distance rifle shooting. It's a long list indeed, and often rules authorities make rules against it, which is either futile or worse - people leave the "sport".
Marketing guys live in a bubble. Sometimes there are enough others in there to make it work, but it's not as common as they hope.