Ageia give their very nice physx software out to developers for free! These developers as you can imagine are more than happy to use this free software rather than having to pay out for another physics engine such as havok... which isnt even on the same level imo.
Games made with their API can run in both software and hardware which i think gives ageia quite a big advantage in the future!
Shed loads of info here...
http://personal.inet.fi/atk/kjh2348fs/ageia_physx.html