You have to remember that NVIDIA / ATI are also in league with game developers...
for example..
NVIDIA says to EA, if you want your games to run out OUR graphics cards and have a little cash sum so we can put our logo on your product you have to:
A. make the game run slightly better on our cards rather than AMD's cards.
B. make the game run better on our latest cards and require the technology on our latest cards.
EA games say yes, and accept a very nice cash sum from NVIDIA, who also get to place their pretty logo just after EA's pretty logo.
This could be DX10 for example, Crysis didn't need DX10, it never did, all the demos/promotions/screenshots etc were ALL on DX9, DX10 Crysis only really came about closer to launch. Also pretty much all of Crysis's DX10 features can be run under DX9, simply by changing the numers from '3' to '4' in the cfg game files. - A perfect exmaple of how software/hardware companies are in league. Crytek never had to use DX10, but both NVIDIA + Microsoft got to promote themselves in doing so, and Crytek earnt some extra money.
Its the name of the game people
So in answer to your question, no they don't 'REALLY' need any more power what so ever. Look, if Crytek can manufacture Crysis 2, which looks the same, if not better than Crysis 1, on the PS3 which uses a 7800GTX-Like card at a steady frame rate, then why the hell can't they make an older, less advanced game run on something that is about 10x as powerful at a steady frame rate?
Same answer as everything else in this world - business needs to make money![]()
nVidia do not approach game developers and get them to make the game run poorly on ATI hardware in exchange for cash...