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The primary reason is the lack of available DirectX 10 games to rely and test on.
<br /><br />Well, imo the best DirectX 9 cards appeared after the MS software appeared. Giving a perfect 10 for DX10 performance ? Otherwise look out for AMD Radeon HD 3000XT or 3100+ or .... <br /><br />Plus "unified arhitecture" "ring bus on steroids", how many individuals really read, comprehend and actually look at that when buying a graphics card ?<br />
<br /><br />Both Nvidia and ATI / AMD dediced to rely on DirectX 10 features trough technology and advertising even we still have to see first DX10 game in action like 7 months after first DX10 cards appeared. I can agree that most people out there aren't looking much into details regarding difference in technology, but things like unified architecture are very important for developers. We try not to go into too deeply into technical details but we also want our readers to understand the basics of how things actually work and what are they (manufacturers) actually advertising. Sometimes it is difficult to escape the marketing hype, but we're trying our best to explain how it works and what it does.<br /><br />Also, I'd agree that it is somewhat unfair to advertise "DirectX 10 power” when there are no games yet to play with it. At the end of day, it is all about performance and price, and I think that with better drivers, AMD has nice product to offer. We'll see how mainstream cards work after NDA expires..