they sure do... i visited audis hq when i worked for amd... really nice people...
they are all about perfection... really motivated, really bright, really friendly...

i also visited mercedes and vw, vw was a nightmare, its a like a government agency from the 50s... bmw was cool but they were a bit arrogant and not that motivated and innovative.

anyhow, you bring up a good point!
what exactly does any of us NEED a new videocard for?
except for crysis and stalker there isnt a game out there that needs more horsepower than what current mid-highend cards deliver...
and those two only need it for high res and aa...

and what demanding games that push the envelope are we going to see in 2010?
there might be one or even 2 or 3, but will they be good enough to convince people to spend 300$+ on upgrading so they can play the game at high res?
nvidia is pretty lucky that they stumbled in such a point in time tbh... if they would have stumbled when crysis and stalker came out, and other demanding games were pushing the envelope, it would have hurt them a lot more... gtx275 and 285 and probably even 260 owners can camp with their current cards well within 2010 if not until 2011 until they really need a new vga to play demanding games i think...