As Charlie Demerjian fortold back in May, nVidia are going to lose this generation to ATI, who have smaller die size and more DX11 functionality than nVidia. The irony is that nVidia mocked Intel's upcoming Larabee -which still hasn't reached it's on paper prophecies- but they are taking the same approach.
nVidia is using brute force and is wasting a lot of power, ATI are playing it smart and producing useful silicon.
This sucks, since switched from ATI a few years back and don't see a next step from my 260/216. Looks like ATI will win this round. Hopefully, nVidia will wise up and release something smart next time!