At some point, nvidia will HAVE to. If they don't, they will die. They might just die anyway -- AMD has overtaken them in discrete card sales, and they don't have the raw number of IGP's going out needed to keep them floating. Remember that the majority of people who buy computers are NOT enthusiasts who rip the cover off and change parts. The majority, BY FAR, couldn't even reinstall windoze. Discrete GPUs amount to a drop of water in the ocean.