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JEMC said:

I didn't know it was Nvidia who did the port, I thought it was id with the interested help of Nvidia.

Still, the reason to make this kind of things is less about doing something for their customers, and more about making the competition look bad. And while that is legitimate, it's moraly debatable.

How exactly does this make the competition look bad when all of these things exist to differentiate from them ? 

You don't exactly see people saying that Mantle or PhysX makes the competition look bad, do you ?