We are happy to see NVIDIA pushing the envelope again and giving content developers newer and better ways of doing things. This is the first tangible "jump" that NVIDIA has had in technology over ATI in the desktop graphics market for quite a while. Undoubtedly, ATI's ground breaking DX9 cards gave them a foothold with their R300 VPUs and beyond. It will be interesting to see if NVIDIA being first with SM3.0 has a similar influence on the GeForce 6 series GPU. We know from past experiences, until the hardware is on the market, content developers will not widely implement the features and then sometimes it is still not readily apparent. Can anyone say, "Transform & Lighting?"