you have to remeber, by the time any titles take real advantage of 10.1, yuo would proably upgrade to a newer GPU. even now, DX10, is not widely used, nor is it greatly coded for.
But will they? A lot of people after gaming builds don't want to have to upgrade in a few months time. DX10.1 isn't too far away now. If I bought a graphics card that expensive, I'd want it to last more than a few months. My X1900XT's now 18 months old, and I run a higher resolution than most people!
and it will last longer. higher FPS, are what most peopel think about, ESP when upgrading to a moster liek that. they dont really give a crap about extra features, only running thier game on MAX flawlessly. i havent even herd aof a gem that has started production on 10.1 and there are a handfull of DX10 titles, most being crap.
Which is stupid. Why do you want more fps? So you can turn the settings up. Why do you want the settings turned up? So the game looks better... Brings me back to the original point.
basically, they want the max settings for games, but for them to run at the highest FPS possible, and only an ultra can provide that compared to all other cards.
exactly. but thats why only the super enthusiast wants them. ans you know a year later they will seem crap, and they would upgrade yet again. even though they will still be amazing for 2 gens.