Quoting UPSLynx

Up to this point, PhysX has not been used to it's full potential because there hasn't been a need - or a market - to do it for. The Ageia PPU's were viewed as nothing more than an expensive gimmick.

Now that the PhysX tech is implemented through a large number of GPU's, the tech literally can't help but be implemented in a user's system. Developers can start experimenting now, and in the future they'll have no reason to be afraid of the tech and avoid putting it in their games.

There's no doubt that physics processing is here to stay. It's got a handle on the future of interactivity in games. But one look at current standards (havok) and place it in a highly interactive environment and it's not hard to see how terribly limited it is in it's current state. Letting our GPUs handle these calculations will only open the floodgates to real time interactions. Rigid bodies, soft bodies, fluid simulations, it'll all be there and in the end it's the gamers that win.

Right, I understand this argument and agree with it. I guess what I need to do is clarify mine: I'm coming in with the assumption that it's going to be a disappointment yet again. What I'm worried about (and essentially what you and Thrax have both somewhat stated) is that EA's tack-it-on-because-we-can approach rather than proper implementation of the tech is better than nothing. Obviously my counter-argument doesn't hold much weight since we have no physical product to look at. Though, given its past failures, I feel I've got fairly sound footing. The almighty PPU engine has yet to hit 6th gear (...or 3rd, for that matter). I'm just more concerned with how EA's going about implementing this idea than anything else.

Now, I understand that there's a proper gestation period for new tech to enter the market. I understand it takes a while to perfect it. I also understand it's been over 2 years since this hit the market. I've been overly critical of PPU's from their failures thus far, and have yet to see a real killer app for it outside of a game that purposely has 400 barrels sitting in your way.

Physics was a big deal 2 years ago. Video effects were a big deal 2 years ago. Of those two categories, video's made rather large leaps while physics has not. Sure, you're comparing an established market (perhaps on the downward trend of it) to a new market - but ATi and nVidia have still figured out ways to push the limits of cards without gobbling themselves up in the process.

Just as confusing for me is the way PPUs have been sold to me, the consumer. So far, it seems a PPU's main use would be for action packed games that have explosions and bodies flying everywhere at a near constant rate to give the ultimate 'wow factor.' Given this market segment (arguably, a rather large one in computer gaming) why would you choose this game to be the next challenger?

Am I excited about the PPU? Yes.
Do I want to see the tech succeed? Yes.
Am I excited that nVidia purchased this technology and made it more 'mainstream'? Yes.

I just want to see it done right. It's been half-assed enough, give me a reason to purchase an nVidia card.