when you see dx11 on their low end cards, it is pretty much dx wash to trick people into spending more for a slower card.
when 16 bit dominated the market there were some CPU's that supported 32 bit at the time but they were more expensive for a technology that no one used, but when 32 bit became popular, those old CPU's were either not supported or too slow to even run the OS
this is whats happening to dx 11, a dx 10 based card can be had for around the same price but be much faster.
the reason why companies do this is to make more money. many novice computer users will go with what has the highest numbers, and believe me, it works in tricking novice users. (not completely relevant) When core 2 CPU's were new, many smaller local computer electronic stores were scamming novice users by overcharging and pushing them to spending more money on older P4 systems instead of the cheaper/ faster core 2 machines, and the novice users bought into it because the P4 machines had higher clock speeds and the novice users saw more MHz as being faster. A student in my class works at one and he generally tells me about how bad some people are getting ripped off.
You will see many people going for a more expensive and slower card because it contains higher numbers. Gamers wont be buying these cards, and while it is a decent card, it does not fit the $99 price range, it is more suited for the low $70 price range, any more and there faster cards for the money, while they may not support dx 11, look at how this card flopped with dx 11. and thats not even a hard to run game, imagine when a game uses the dx11 enhancements on a large scale instead of just a couple of tiny areas in a game, with pretty much all current dx 11 cards, they will become very laggy
what gamers need to do is don't buy performance hardware for future use as they will be obsolete when the future comes, build for a future upgrade path. Game developers design games to fit the mid range area as very few people have high end gaming systems, the top of the line dx 11 card from today will most likely be much slower than the midrange dx11 card from 6 months from now.
basically the current top of the line cards being overkill for current games but too slow to run future games.
also keep in mind that the current top of the line cards will lose value insanely fast. a low end card from today is generally faster than a top of the line videocard from a few years ago, but you still see some idiots trying to sell their cards for like 4 times the cost of a cheaper/ faster modern low end card (because they rushed out and spend $500-700 on their card and feel that they should at least get half of their money back selling it)