Is it still PR or is it FUD?
FUD is aimed to damge the competition and that is what they are trying to do. Keep people from buying the ATI cards and have them waiting an unknown time for unrealsed, untested and unfinished NV products.
Since when isn't FUD not part of various PR stunts? That infamous pic (which has been dreadfully overanalyzed) wouldn't keep me personally from buying anything I'd want as long as I don't have a healthy amount of educated reviews from independent sources.
Key words here in your own text are unreleased, untested, unfinished and I don't think the average reader/viewer is so naive to not realise those rather important parameters when looking at the pic.
I'm personally against any of those showings no matter where the come from. My philosophy goes rather in the put up or shut up direction and if you want another example I'm tired of reading paper dragons about Larabee just as much.
Pimp it to hell and back when it's available on shelves.