Chalnoth said:
See, this doesn't make any sense. If nVidia waits until the launch of DX10 to release their next architecture, they'll have ridden the NV4x architecture longer than any other of theirs.
It's ATI who is at risk of financial troubles due to the launch of DX10, because they may well not have had enough time by then to recoup their R&D on the R5xx.
I disagree - ATI has already suffered financially from this generation (all you need to do is review their recent earnings), and it is in their best interests to take the battle to ground where NVidia's footing is not as sure.
I'm not saying NVidia should wait
until DX10 to launch their next part, but I do say that anything that pushes that up is to ATI's advantage, as far as the liklihood of putting out the better part.
R580 might serve as a suitable bridge until such a time, and if R520 and R580 - and their derivatives - start selling like gangbusters then sure, I'm sure they'd love a delay as well. But NVidia will control the pricing power throughout the rest of this gen I believe. They've already shipped significant volume at an incredibly high price point, forced ATI to lower their prices on their top end parts to stay competetive with NVidia's concurrent price drops in the 6800GT, etc... and in theory, have some tricks up their sleeves in waiting should the R520 prove to topple the GTX. It will thus be difficult for ATI to get the ROI they originally imagined this gen regardless of how successful things end up being. They still have the key holiday season to turn things around, but back to school and the summer were lost to them.
Of course nVidia has a new architecture in the works for DX10. They've probably already begun work on the one after that.
What you seem to be suggesting here is that after producing the NV40, nVidia said, "Oh, this is good enough. We can stop work now." That's just ludicrous.
That's exactly what I'm suggesting. There is no corporate environment in which you will find innovation and 'need to exceed' to trump the drive for profit, and if NV40 is indeed 'good enough,' well it's to NVidia's advantage to ride it out. Certainly R300 has served ATI well; do you not agree?
I have no doubt that NVidia has a DX10 part in the works as well, but that said I know more about ATI's possible strategy, and in knowing something rather than nothing (as in the case of NVidia), I have no choice but to default to a mode of thinking that suggests ATI probably is commanding the high ground on DX10 at the moment.
You don't stop work because what you have is good enough, but nor do you rush your current profitable GPU's off the fabs when the upcoming design can wait to fight another day.