If nvidia can optimize a game such that it runs faster with no noticeable degradation in quality, that is talant.
optimisations that do not target a specific program to work are okay, but optimisations like nvidia is using target farcry specificaly because they are weak in the performance VS ATI, and optimisations like this usually decrease the IQ to get more performance. Farcry is slow because it was not as well coded as the other nex gen games, the engine is GREAT but they did not take the time to go through it and create specific codepaths for different hardware as they should.