Well, i read through the article, there's really not much new there, and there's definitely no ATI bashing...they don't make a single comparison to ATI directly and i couldnt pick up on any indirect ones. The Cg language has been coming on for a while now and been shaping up nicely. Its been advertised quietly for some time and it'll only come out more and more frequently as the new nVidia cards come available. Its a pretty cool idea and so far its well implemented.
Sounts to me like nVidia's just doing business as usually and keeping things moving...fair enough, standard marketing.
The itsy bitsy spider climbed up the empires state building, along came goblin, wiped the spider out