So Nvidia is doing the same exact thing they attempted to do with PhysX, only in the mobile sector? Could it not have been simply summed up as such: "Nvidia pays to have visuals optimized for their chips, thereby selling more of their devices"?
I run GTX670's in my gaming rig, and I've used a GTX570 for PhysX on occasion (when not Folding), and I must admit that I love it. The PhysX effects are absolutely worth buying a GTS450/650 for, assuming you'll play at least 3-4 games with them, and then when you're done you can take the card out or use it to Fold.
However, buying a smartphone based on the particle and lighting effects in SOME games is just STUPID! I don't think "gaming" should be in the Top20 reasons for choosing a smartphone, unless you happen to be an 11 year old child.