Honestly Im just worried this will end up in a huge game titles auction house.

Wanted to try Batman 2? Sorry buddy you have an ATI Radeon card, this game runs only on GeForce. Are you interested in Dirt 3 or Alien Vs Predator 2... Sorry game works only on ATI Radeon.

While both companies will survive this is very bad for consumers.

Someone has to make it clear to Nvidia to not use and set such business practices before others adapt it and things start going downhill...