oo look, more new cards 5 months after the previous cards which were 5 to 6 months after the previous ones to those...
what a fantastic way to get the most money from consumers whilst giving as little as possible back.
They actually do quite a lot, Nvidia is sponsoring the new CoD4 maps meaning PC gamers don't have to pay, that must cost a pretty large sum. And to be honest if you didn't expect a better graphics card to be out 6 months after the previous one you haven't followed the graphics card industry for that long.
Go complain at Apple too then, releasing a new Iphone 7 months after the previous one when most people who bought the older one have one so with 18month+ contracts.