The Nvidia investment - the 'greens' need a software partner who can rapidly turn out some kind of more mainstream yet highly optimised NV-based FP processing for anything from ray-traced rendering for movies to genomics or financial modeling. So, it has to go beyond proprietary turnkey into the open market, where its existing FP optimisation expertise could be of substantial help to Nvidians across a greater field. Once the FP portion is fixed and the brand is accepted on more programmers' desks this way, Nvidia can start focusing on the general-purpose integer portion - fixing the X86 execution compatibility, the next step towards having its own ultrafast CPU solution soon.
Source: theinquirer.net