This is a very blinkered view, and quite horribly false. I think some confuse marketing schemes with Dev Rel; they are quite different.
Could be. But if marketing schemes=getting your card to work ok with games upon release instead of a few months later through driver tinkering, they may have their uses. Let's see:
-World in Conflict-marketing scheme, DX10 still monsterously slow by comparison, quite bugged upon release
-Hellgate:London-marketing scheme, DX10 still slow, bugs with AA on ATi cards only recently fixed by dev., support for CSAA but none for CFAA.
-The Witcher:bugs upon release with drivers then available, some bugs still remain with Transparency AA
-Crysis:required hotfixed drivers by ATi after release, whilst nV had drivers prior to release, upon release and post-release
-Bioshock:required hotfixed drivers. still significant performance drop with DX10, even with added features disabled, contrary to behaviour observed on nV HW.
-Gears of War:hugely slow upon release in DX10 with or without AA. Later drivers seem to have fixed it to some extent.
-UT3
oor performance with CF, some odd slow-downs even in single-card configurations
-Company of Heroes:slow as a dog in DX10 mode, although it seemed to be quite good in DX9 on ATi HW. Seems to have improved with later drivers and patches, still not up to speed with nV.
-Lost Planet:still bugged in DX10 mode, had a number of issues from release until present day, slower in DX10 when compared to DX9 even with added features disabled, unlike nV HW who actually is a tad faster in the same scenario
-NWN2 and NWN2:MOTB-slow as a dog with maximum settings on ATi HW since release and up to present time, for no obvious reason, even after numerous patches/drivers.
So, that marketing scheme everyone is ragging upon and depicting as the spawn of Satan may have a thing or two down right, at least for the consumer. Because the above list doesn't suggest to me that ATi cards are the primary development target, but that they're at best an afterthought, and that after release you guys have to start tinkering with the drivers to make the best out of an unoptimal solution. Perhaps I'm retarded and am seeing things and all is peachy.