one also has to consider that most of the people, not like us enthusiasts, just don't know about a product until it hits retail. they buy what's in the stores right now (for christmas that is). if ati manages to have a complete dx11 portfolio (ranging from low- to high-end) by christmas i think nvidia will lose quite a few "potential customers".
i have to agree with xoulz on this. win7 causes a stir - also with dx11 in mind. and will have an impact on the gpu sales - i'm pretty sure about that.