^^ I am not considering that as fanboy talk. now, problem is that nVidia is taking a completely different route for their next gen h/w.
*www.tomshardware.com/news/Nvidia-GPGPU-GPU-DirectX-ATI,8687.html
now, if that works out, it will be good for them and if that fails, they will be in serious trouble coz ATI came out with dx11 cards well in advance. Remember xbox 360? This console was released a year earlier than PS3 and was made affordable to everyone by the time PS3 got out. and it took 3 years for Sony to get higher sales numbers (monthly number) and that happened last month. PS3 was supposed to be lot more powerful but the problem was the price. It had lot of new things like FullHD out and bluray drive onboard, extremely powerful cell processor. But it fell flat. now, I am seeing the same thing with Nvidia.
now, nvidia is making the same mistake here. They are making us wait and wait has become too long. Now, there are rumors that nvidia is not going to release any dx11 or next gen GPU for another few months. By that time, ATI would've made hefty amount on their own DX11 arsenal. And they will be ready to make nvidia choke by putting up aggressive pricing unless unless nvidia brings out something that can shake up the industry (which I don't think is going to happen).
now, only way for nvidia to get good sales is by going in with aggressive pricing (and keeping the margins low) and that will seriously hit the R&D costs. And if ATI goes even more aggressive, nvidia will be in trouble.