They're slowly trying to turn CUDA into an architecture, like x86. So Intel has x86 cores, Nvidia has CUDA cores. It's all part of the master plan. Bwahahahaha!
But seriously, Nvidia's plans are far more extensive and longer term than we can cover in short-sighted forum banter. They really want to be a significant provider of high performance computing. So for them, it's a lot bigger than getting more frames in Crysis, it's about breaking into new markets with new products and making more $$$$$$.
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