Exactly, there is no such thing as 'different' levels of cheating that should be appiled to seperate companies. You can't say well Nvidia did 'X' so they cheated, but ATi did 'Y' which isn't cheating. No, I don't think so, and that in itself is a fanboy based comment. Cheating is cheating, and you can slice it anyway you like and still conclude with cheating in the end.
Now what makes it cheating is that in was hidden from the end user, and there is no option to turn it on or off altogether. What makes it even worse is when these cards are given to the reviewers for benchmarking purposes against another video card from say Nvidia, in ATi's review guideline the .pdf explicity states that the competitor's card must be set to "Full Trinlinear" for comparison. I am sure that Anandtech can verify this for you if you think I am lying. Think the end results using this method and guidelines are a fair comparison or yield accurate results? Not on this earth it isn't, and Nvidia suffered for this kind of practice, and rightfully so.
Another thing that makes it worse if the fact that this optimization works through hardware regardless of what is set in the Control Panel. In other words, on the ATi cards, there is currently no way to force "Full Trilinear" at all, but in testing up until now that's what everyone thought it was producing. And when a few people suggested to ATi that they include the option for it, much like Nvidia had to when it was uncovered on their end, it seemed to me like ATi was beating around the bush with comments like "we like to keep the CP as simple as possible" or "if enough want it we'll review the idea and see if it will be a worthwile addition".
Well excuse me, but you owe it up to your consumers who keep you alive by buying your products to do whatever it takes to play on the same field with other cards from other competing companies so that we can make the right choices when purchasing new hardware. It isn't rocket science either to add in a few lines of code for a few option boxes, or to include an 'advanced option' tab into the CP that allows an advanced user or reviewer to select what he does and doesn't want.
I don't care if it makes a difference in games or not. The bottom line and what should matter is the deceit. You are deceived into believing (and then consequently buying) a card that is capable of running something that in reality it may do a lot worse in. So what if the games do look the same? If the results of the initial benchmarking from reviewers (who many point to as proof of a better product and make a decison on) would have been different and ATi wasn't running the optimizations, would your decison affecting your purchase be different if it was lower? Of course it would be, unless you're completely stupid and want to drop money on a card that performs worse at the same levels of detail just out of brand loyalty.
As for drivers, how far can you think ATi can take the R420 with the Catalysts? Not much further I can guarantee because they are already mature for this line of cards. Granted, the R420 isn't a 9800xt or a 9700Pro, but it's arcitechture is very similiar and basically the same. In that respect, I do not think you will see much more of a performance increase FPS wise from future Cat releases without the use of optimizations, 3dc compression support aside. That doesn't mean to say it isn't fast, because it is a very fast card.
On the other hand, take Nvidia. Their drivers alone matured so much during the 5800-5950 line that Carmack himself ditched the seperate instructions for NV3x on Doom3 and went the normal path, because the driver maturity was that strong over time. The drivers alone again helped the NV3x line in regards to performance and shader issues, from doing horribly to doing pretty decently against the Radeons. I have firsthand knowledge of that owning both a 5900U and 9800pro. Optimizations aside and the idiotic methods employed with cheating, you have to hand Nvidia credit for it's outstanding driver support, which kept the company and the NV3x from sinking like the titanic entirely.
In the end, it brings me full circle to the 6800. If it is performing neck and neck with the R420 now and the drivers are in their infancy considering the new architechture, what is stopping it from completely dominating the scene in 6 months? Considering ATi's uncovering explaining it's neck and neck performance with the NV40 (it's optimizations), I think nothing is stopping it from killing the competition or adding optimizations of it's own to kill them with. Not only is it a technologically superior architecture over the R420, but it has the legroom and the support to grow way beyond what we have seen during it's first showing. And if you think that's extremely hard to believe or swallow, again I turn to the NV3x line for imminent proof of what constantly evolving drivers alone can do for a product.
Do yourself a favor (and I do not mean anyone in particular), and be an educated consumer. Do not go for one card because of a brand, because in the end, they simply don't give a sh|t about you. Business is about making themselves money in anyway they can, and that includes lying. Do the research, follow the forums and news closely and with an open mind, and base a decison on that knowledge gained. Sitting around and saying so what and it doesn't matter is extremely ignorant (again no one in particular). You should all care completely because it is your money they are getting, and possibly for an inferior product (and I don't mean any product in particular), which is only making themselves richer or funding their next project, which by the time it is released, will cost you another half a grand.
One last thing: ATi must have been feeling some sort of threat to incorporate optimizations that run via hardware and software to consider activating it on the R420 line and then keeping it from the consumer and reviewer. No one would do anything like this if they were confident that their product was superior to the competition. It is a sign of desperation as well as uncertainty, and Nvidia was a good teacher of that with it's Nv3x and the nonsense they pulled. Even though they condemed such mischeavious behavior, it seems like ATi has turned into a pretty decent student themselves and was avoiding the spolight (hence no one noticed) because everyone was all too focused on Nvidia and it's unethical ways.
As Albert Einstein once said, Great Spirits have always encountered violent opposition from mediocre minds.