[Mirioron]

>Most of the nVidia tech gimmicks usually suck and are uninteresting (HairWorks, physx, realtime ray tracing)

This isn't even a gimmick though. This is the future, because our current way of doing shadows and lights will keep increasing in complexity, but will never be good enough. Whether nvidia's solution will work is a different matter, but this most certainly is not a gimmick.