Something I can't fault nvidia for is long term vision. If you ignore all the non-gaming uses, I can't see significant gains to be had by keeping evolving rasterization based rendering, which presumably would hit diminishing returns, upgrades would be less exciting, and be easier for AMD and others to compete against them. The trouble is a variety of reasons has meant that long term is likely going to be over a decade from when it was introduced before it's really commonplace or part of the furniture for the majority of games.