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"...One of the things I love the most about AMD is the balance it provides to Intel. While I've spent much of CES looking for Thunderbolt products and lamenting the cost of controllers and devices, AMD put together a concept it calls Lightning Bolt. ..."
https://www.anandtech.com/show/5413...low-cost-thunderbolt-alternative-for-usb-30dp
Successful? No. Attempt to stoke the "we only need USB data transport" flames ... absolutely. Might have incrementally helped Type-C along later, but the whole grab mini-DisplayPort and do something cheaper with it is definitely a "killer" looking for overlap. Look at the name chosen.
Very low to zero work on bringing USB Type C into the standard. ( Intel and Apple putting in over 50% of the resources to do the work ). USB Type-C was finalized in 2014. AMD messing around with this in 2012 means they weren't fully engaged in helping on another alternative. 2012 Type-C was spinning up.
Very low to zero work on enabling board support for folks doing logic boards until post TBv3 / Type C era.
Outside of the area where Intel and AMD had Intellectual Property cross licensing ( x86 instruction additions and some limited silicon areas ), AMD often positioned themselves to the anti-Intel position if looked like some skewed lead for Intel. if Intel says 'black' , AMD said 'white'. All the more so when they were trying to match Intel toe-to-toe on as many products as they could.
Like a number of "anti just to be anti" things AMD has done mostly a complete waste of time and effort. similar to their foray into retaill SSDs and memory and other shotgun blast at the side of the barn efforts.