Personally I don't think this move is about making games better, or even giving gamers something they want. Rather it's an attempt by Nvidia to dupe publishers into creating games that are totally incompatible with ATI hardware. They'll hype it to hell, and claim that it truly adds something valuable. But the ultimate goal is to create incompatibility and propriety in order to monopolize the market.
Lets just hope gamers speak out when publishers start making deals to produce "Nvidia exclusive" PC games.