Maybe if NVIDIA had produced a new GPU in the last year, the market would look better for them. They haven't had any new technology since the G200 came out, and that was ONE single chip. Meanwhile ATI kicked their butt price/performance wise with the R700 series (which comes in at least 4 variants). And before you mention the the GeForce 9000 series or any GeForce 250 or lower, remember, all of those are based on the G80/G90 series chips.
Anytime you have to reduce your product price 50% or more (as NVIDIA did after the Radeon 4870 came out), indicates a serious over-estimate of value on the part of the company. Add in the heat-induced failures plaguing numerous laptops with IGPs, and the relative failure of the PS3 console (the only latest-gen sporting NVIDIA graphics), and NVIDIA has to do some serious rethinking.
Maybe this comment about DX11 is a product of that rethinking. Maybe they've given up on consumer graphics and really just aim to push GPGPU towards the science and research sector.
Its sort of a shame to see them go. While I switched to ATI with the Radeon 4850, every GPU before that had been a GeForce.