What seems to be lost here (of the first page I read and skimmed over the other two) is that when someone says "ATI tried TWIMTBP program and failed" or "ATI did x in the past", is that ATI no longer exists.

AMD is all that exists now, with just ATI engineers working on AMD graphics cards with ATI brand logo. AMD is making this comment, not the non-existent company once called ATI.

ATI may have tried many things in it's past, but all that is in the past now that AMD owns them. AMD has always been a company about open standards and trying to put the consumer first, yes they try to make a profit like every other company but the tit for tat that ATI and Nvidia have had is something AMD doesn't even get into.

What AMD is complaining about here is that Nvidia is basically paying developers to make AMD hardware run worse than Nvidia's artificially. Remember Assassins Creed DX10.1 BS?

What is going on is that you, the paying consumer, are being screwed by Nvidia's business tactics in order for marketing department to trick you out of your money.

It is one thing to get close to developers in order to get your hardware to run better with their software, it is entirely another pay to make your competitor's hardware perform worse.

What AMD is trying to say is, they are a company that embraces open standards, yeah they want to make video cards faster Nvidia in order to pull good profit, but they aren't going to do it by playing dirty doing ANTI-CONSUMER BS like Nvidia does all the time.

I know many of us, including myself, go with whichever video card offers the best price/performance/watt, it is simple and to the point. However Nvidia is trying to trick/manipulate the system in order to gain an artificial upper hand. The things that Nvidia has done is so numerous to list. Maybe you don't care what a company does, but personally I don't reward anti-consumerism.

I won't by L4D2, I don't buy DRMed games, and I'm not going to buy Nvidia cards if this is the kinds of business practices Nvidia likes to pull.