Were they not pushing seperate PhysX cards for a while too?
I know that Batman AA, uses it but you have to upgrade to the latest patch to be able to enable it. Can't say that I noticed much difference either way mind you.
Games such as Need for Speed: SHIFT and X-Men Origins: Wolverine both use software (CPU) PhysX for their physics (what else would it be?) so this is why it is usually installed even on non-NVIDIA systems. Only NVIDIA cards can use hardware accelerated PhysX but the games have to be specifically coded to use it. If a game is coded to use software physics only, as the two games I mentioned do, then PhysX is not hardware accelerated even on systems with NVIDIA cards.