I think the problem in this case is the initial marketing that was misleading. We were told AMDs cards have been able to do this since eDP (2008) so existing cards supported the technique and that a lot of existing monitors could do this with a firmware flash. Obviously this isn't the reality, in fact most AMD card owners will have to upgrade their GPU and their monitors on order to use the technology, only if you have a card from the last year and one of the right cards will it be available and no monitors will be upgradable at all.
Presumably the reason techreport decided to report this now is because a lot of people were (successfully) mislead and are under the mistaken impression they were Freesync ready and it would thus not cost them anything, which is obviously not the case. New monitor at least which will be a premium item due to the extra feature (no idea on the price yet) and probably a new GPU as well.
But I have to say having seen gsync its a technology well worth having, games do look and run a lot smoother and at higher settings. I was a big advocate of >60hz gaming and now I find I am reasonably happy down in the 50's averages with gsync and all the way down to 45 ish as drops in some games. It does allow me to boost up the settings a bit and still have the gameplay be smooth.
In my opinion, all the misleading.....
It was a huge stall tactic in a planned effort to obstruct. AMD done everything in their power to try to prevent people from adopting Gsync. They had no response but they had a plan. To smear and stall in every way possible while their engineers try to come up with an alternative. They probably had a rushed collaboration and some engineers (who probably didnt even know the full extent of gsync) came up with some ideas and AMD went all out campaign against Gsync.
Many people cry AMD lies but I think their only intentions was to stall and block Gsync while their engineers work out a way to implement their own version. So as they get further into this the finer details start to emerge. AMD story is changing because the engineers are discovering and working behind the scenes trying to put their idea to function. AMD management is rushing them and trying to keep tabs on the progress and the story starts changing because the project was being developed behind the curtains in real time. They originally spoke about an idea and its being molded to fit into a working product.
So its not that AMD intentionally wanted to misled, they intentionally wanted to stall and block gsync adoption because they seen this as an real threat. The scary truth is that AMDs engineers never had a working freesync when AMD first announced it. Just a theory that everyone in management and marketing went all out with. It remains to be proven and it could be a terrible disaster. Or they might pull it off after all.
But all the while the stall plan is still in heavily effect. These articles about freesync monitors being $100 less are nothing but pure fabrications. They have absolutely no say in what they will cost. Its complete smoke to try to fog up and stall gsync adoption.
Thats how i see it