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There are already many standard APIs.There are valid points to your case, but it also limits NVidia to only what committees allow them to do.You don't have to use PhysX, there's no gun to anyone's head. BUt, there are already many PhysX games that have decided to take advantage of NVidia's technology. Let a new API popup, NVidia will still have their own features that will always differentiate them. And I will predict that NVidia will grow this trend as time goes by.