Actually a family like the GTX 2XX series garnered multi-monitor support, GPU Physic support, 3d vision support, garnered improvements with super-sampled support, ambient occlusion enhancements, adaptive V-sync, frame limiters and not placed on legacy support. Examples of being pro-active, adding tools, features and enhancements to improve upon immersion, flexibility and the gaming experience for their customers in the life of the product. This is why I give them money. Far cry of removing features, one may imagine.
Removing features was aimed at the vendor filter placed by Nvidia in Batman Arkham Asylum to disable the ingame AA options for AMD cards. I was also pretty angry about being having to chose between the DX9 render path or my GTX460 being brought to it's knees due to the unnecessary amounts of tessellation in Crysis 2 just so Nvidia's high end would look better in benches.