The difference is, those nVidia cards you speak of, are not DX11 cards. They were never marketed as such, and people were never promised any tessellation.
People buying these cards know (or should know) full well that they have not bought the latest technology, and will be missing out.
The story with 6800-series is a bit different. They are supposed to be cutting-edge right now, the latest DX11 cards, and AMD has been promoting DX11 and tessellation for a while now. So it would be a bit of a letdown if they turn out not to be able to run DX11 games very well. After all, that is what the people were promised by AMD.
Or the other way around, if developers bow down to AMD's wishes, then the nVidia users won't be able to enjoy their DX11 cards to the fullest either. But somehow I don't see that happening.