Yup, but with Nvidia paying off devs not to use advanced features, while paying devs to use stunted gameworks features with half of the significant gameworks using games being disasters... people still buy Nvidia thinking they are getting something better. Largely because they spend a huge amount in marketing. I really love people who buy something more expensive from a company who has spent the past decade holding gaming back at every possible stage.
DX10 got semi gutted because Nvidia couldn't support all the features(despite very early warning it was coming) so Microsoft magically removed all the features Nvidia didn't have.
A company that dared to support the original DX10 and showed what, 15-20% performance gain in Assassin's creed added DX10.1 support, showed Nvidia up then suddenly removed DX10.1 support, screwing gamers and reducing performance, because Nvidia says so. How people can support a company that craps on them at every opportunity I don't know.
Making a mistake is one thing, actively planning to screw over your own customers is pathetic.
Again I'll make the Crysis 2 point, don't focus on the fact that Nvidia attempted to hurt AMD with over tessellation of flat objects and hidden water.... they hurt NVIDIA performance by doing that. When can people focus in on that specific point. Nvidia customers who spent maybe £500 on a gpu, had their own performance reduced by what 15-20% just so Nvidia could reduce AMD performance by 30-35%. That isn't even as bad as screwing Kepler performance with people having spent up to what £800 on a Titan having their performance eroded over time and finding Nvidia pushing excessive tessellation to hurt AMD and older Nvidia performance.
Nvidia will screw Nvidia customers whenever it suits them, I can't believe Nvidia customers not only put up with it, but defend it and continue to support the company that actively holds everyone back.