I'm all for supporting new technology but it's pretty useless when it is only supported by one of the two graphics card manufacturers, with little-to-no chance of AMD ever licensing it. Also, it's going to need considerably better games with thoughtful, deep implementations to sell it.
That is how 3dfx & their Glide API made 3D acceleration mainstream.
PS. For some reason I keep thinking that CUDA was shown to work on both ATI & Nvidia hardware (that meet the specs) and that it's up to ATI to implement PhysX support if they want it....I may be confusing 2 or 3 diff articles from that came out many months ago.