You're right they do have it and yes it's pretty good, i'm impressed with it, lot's of options and manual tweaks, i used the sharpen option and it does exactly that, it also turns up the colour intensity and brightens the image, a bit like fake HDR but it does a good job, it makes games look really good.
The only problem is it only works with "Compatible games" last night i got a chance to test it, first Insurgency, i forgot about it with that, then a quick round of Left4Dead, it worked, really improved the image quality, then 2 hours of Stellaris, that's when it said "only works with compatible games" Star Citizen, same thing again, didn't work, out of curiosity FarCry 3, again didn't work.
Great feature, makes a real visual difference, but seems to depend on nVidia adding it to individual games on a game by game basis.