Don't get your panties in a bunch over an Nvidia announcement, these type of drip feed advancements in technology, albeit at exorbitant prices are doing more harm to the industry than good. I remember a day when graphics technologies would go from 16bit gpu's to 32bit, 32bit to 64bit, 64bit to 128bit, all with great advancements in vram and clock rate. Cards would go from 2Mb to 8Mb, 8Mb to 32Mb etc. When a new card was released the performance advantage was quite tangible. Perhaps then, Moore's law could be applied to GPU advancements even, but that has since collapsed in what seems like ages now.
More recently, there are two cards I will say was a good advancement for their time, the ATi 9600 and the 8800GTX. The 8800 was a significant step up from the 7800, but it's the last I remember of good progress made between releases from the older days. I'm looking at the current thinking amongst some and it baffles me at times. Look at Crysis 3, it was released over 2 years ago, yet a $650.00 card coming in almost 2.5 years later can barely run that game over 30fps at max settings, a card you will buy for $1300 currently will give you no better result either, how does this industry work? and it just has me shaking my head as to why we encourage this.
The problem I see are the persons trying to justify this, I've heard arguments that scalability in software to match the ability of your hardware is a factor to consider, future-proofing software some say. I agree we must push the envelope, but I also insist that the next round of hardware releases be good enough to max games from the prior year, especially at these prices. The way I see it, a card should have been on the market by late 2013 to early 2014 that maxes out Crysis 3 at 1080p and 2560*1600, yes, especially at $700 - $1500 prices.
At least, I'm finally seeing some advancement that makes sense, better API's and more low level access on PC will finally allow better performance for low to mid end hardware. This may have persons questioning why they should invest over $600 for a new GPU when 300 dollar cards are now able to run their games at 60fps because of better libraries and software optimization. The PC industry has been in a brute force mode for too long and Nvidia has been capitalizing on this, "Hey this is our new hairworks technology" our latest card (a 980) will run it just fine....game comes out, 30fps is all you can muster with the technology. Oh buy our 980ti then "it will run it much better we promise" at $650.... It's a vicious cycle.
I think the whole DX12, mantle, vulkan initiatives will bring some balance into things. I'm also finally seeing some good advancement in the hardware department with HBM technologies coming soon with the new generation AMD cards, it's been too long since we've seen a proper step up in GPU technologies. With good advancement in software+ hardware I think the industry can go somewhere, games will look and perform better across all cards. Even the expensive cards right now that can hardly run the latest hairworks etc.. at optimum... we will finally be able to maximize the potential of such hardware through better software and optimization.