Don't be obtuse. Sometimes only the current gen has the hardware to do certain things.[ However, the market has spoken and it appears NV has a market that is willing to upgrade often versus the market AMD holds that likes to buy fire sale merchandise and only upgrade when they get more fire sale merchandise. I know which market I would shoot for.
Yes, such as in Nvidia sponsored games/features...
Other times, when other vendors/people do it, somehow even Kepler can do it.
Either way, the statement holds:
Don't expect Maxwell to get care when Pascal is released.