Despite all Nvidia's PR BS, i think they push in the right direction. Geometry, physics and IQ is where real time lacks from now. Hardware makers put all of their effort on shading/texturing for like 10 years, we ve reached a point when it's time to move on something else. It doesn't mean there s no more boundaries to reach on shaders, lightning, etc..but the evolution ratio should be different now.
PhysX is a really good intention, with a bad PR strategy.