90-99%(game depandant) of the look of the game is down to the textures, and design. people are looking at it like dx9 looks little different to dx10. crysis played on XP ISN'T DX9 and Crysis on vista ISN'T DX10. crysis is crysis, its textures, and design, and style, is the same on any dx version, the small things, like how some lighting is handled, and some other things are the dx9 and dx10 part. the differences aren't that small, but if dx9 isn only effecting how the game looks by 1%, and dx10 by 2%, its doing 100% more but you still can't damn notice it.
if every effect has an overhead, then only a certain amount of effects can realistically be done, the problem with dx10 is, the overhead is smaller, for the SAME amount of effects, but they are using a lot more effects, which increases gpu load.
for instance in world in conflict, dx9 has shadows on trees and houses, and basic unit shadows. in dx10 the shadows extend to not being a essentially a helicopter sprite shadow on the ground underneath it, the shadow gets nice, but the unit itself gets a shadow underneath the gun mounts/wing. its simply adding shadows to a heck of a lot more units, tree's and other things.
tbh, shadows on a copter, takes power, isn't really needed, barely noticed.
meh, my point is, you take out the dx9 effects aswell and crysis won't look massively different, the textures and 90% of the scene will remain identical, just lighted differently.
one of the biggest other differences is this.
dx8 gf4 ti4600 4 pipe card, dx9 9700/5900 8 pipe card. more memory, more everything, it did ok in dx9 and better looking games with more effects because it was twice as fast. in the case of 7900 to 8800, not everything on the card was doubled like back in the old days, we had a fairly major shift over to unified architechture, rops weren't double, i don't think the texture units were either. no idea how many other tweaks there were. we haven't had a double everything jump in power that we used to have.
but people are also kidding themselves about how much dx9 does, or dx10, and adding small effects takes a lot of power.
the problem is how intricate game makers are using effects, being over liberal. for instance a shadow from a tree is fine, but when you decide to make the tree sway in the wind, make the brances sway more than the trunk, and the leaves more than the branches, and change the shadow shape, then decide what that shadow is being cast on, draw the shadow over a bit of flat ground, a few blades of grass and bits of ground between blades of grass, its almost unnoticable, but takes a lot of juice to calculate where what and when to draw all of that. the geometry numbers being done on the gpu, instead of just drawing is phenominal.
hell, i'm not sure with all the spare cpu power lots of us have that sending more info to the gpu so it has to do less calculations and could use its power to draw could be useful.
obviously more gpu power is needed, but games dev's need to be more realistic about the liberal use of effects that make next to no difference to the end picture. do you care if the shadow being drawn from a tree in the distance is interacting with the grass underneath it perfectly, even though you can barely damn well see it when standing still looking at it, let alone when you actually play the game and aren't looking for the differences.