Caporegime
They appear to be gambling that people will equate ray tracing in games to 'next gen', but the problem is, it doesn't really do much to improve graphical detail in games, it's a purely optional feature in at least 90% of games.
RT appears to be their big strategy, and way to distinguish themselves. While you're right it isn't a big deal now, I think we'll start seeing games that require good RT for the higher graphics settings. Instead of being an optional extra, it'll be a thing you turn off to get more performance.
NVidia's strategy of working with developers and making it rain graphic cards pays dividends.