Because nVidia has just squandered it as a marketing tool.
It's barely used in games, and when it is, it's really gimmicky effects.
I also recall something about them forcing physics processes to be restricted to a single core in multi core processes to make it look like the GPU is needed for the effects.
http://www.realworldtech.com/physx87/
It's like the whole tessellation thing, when working with developers on tessellation implementations, insisting that their tessellation performance was so much better (the performance as of course better) by using flawed examples where objects would be tesselleted way beyond what you'd be able to detect, or objects wouldn't even be properly tessellated. For example, a mesh would be tessellated, but the topology would be the same, it wouldn't look smoother, polygons would just be divided up many times.
Real tessellation is supposed to alter the topology of a mesh, for example adding more segments to a tubular object, so that it looks like a smooth tube, rather than a "tube" with 24 segments. They would make sure the tube's existing segments would be divided without altering the boundary shape of the tubular object.
It's all about the check box features, which sucks ass and is a hindrance to games development moving forward for the developers that they "worked" with. They are of course not all to blame, as it takes a willing developer to go along with it.