What's Nvidia done for my sense of awe lately? Attempt to leverage a proprietary Physics API, so that developers don't try to include that many effects in their games? Payoff developers who supported DX 10.1, since their hardware couldn't meet DX10.1 compliance and still compete with ATI? Even with parallel processing, they leverage CUDA, instead of contributing to OpenCL.
Don't get me wrong, I actually like the Fermi architecture (its fascinating how they made changes, to the cache for example, that improve performance in parallel processing and normal graphics horsepower), but I'm not EVER going to be excited about CUDA, or Psysx, or any of Nvidia's proprietary bullshit. And when I see a TWIMTBP stamp on a game, I don't think "Yay, Nvidia helped make the game better", I think "Shit, I wonder how Nvidia held back progress on this one..."