I don't think Nvidia ever changed what they did and how they did it. Their card FX line does exactly what it's supposed to do - outperform the Geforce4 by a fair margin and bring DX9 to the masses, which it does very well. They're just getting frustrated because ATI is doing something better and thats why all the cheating.
In the beginning everybody was crappy, then came 3dfx, then came Nvidia, then came ATI.
In the beginning everybody was crappy, then came 3dfx, then came Nvidia, then came ATI.