That is inherently the problem. Without the involvement of AMD or Nvidia we wouldn't see anything special in the PC versions of console games. We have two sides of the same coin if you ask me.
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It's sad that we have to get a vendor to make "extras" for our games when devs won't do it (or rather should I say publishers won't fund it).
I don't think so.
Gameworks is simply a way to shift PC gaming development costs off to someone else (Nvidia). At the end of the day, the cost is still happening to make the PC version better. It's just coming from Nvidia now. You still pay for it (that Nvidia premium). Publishers simply have found a cheaper route that benefits their bottom line. Gameworks. Instead of them having to pay for devs to improve the engine. They're taking the freebie from Nvidia to tack on a lighting feature at the end of the game or some other feature. I'm just not that impressed, and you can see it as this is the generation with the least graphical improvement in my opinion.
It's just not as well implemented as before since now it's being tacked on at the end of a game development. Before, we paid this cost and it was implemented at the game engine level. Now, we pay the cost (Nvidia premiums), and it's tacked on afterward, and the end result is not polished.
I believe if we didn't have GW, we'd just pay a higher cost at the game level in some way though. Someone is making their money. Personally though, I'd rather pay a higher cost at the game level than a higher cost at the GPU level, and enjoy a feature that is built into the game, rather than a feature that's tacked on at the end. This model works though since a lot of gamers simply don't care about graphical improvement but it sucks to see PC gamers needing even faster hardware, but games not getting graphically better....
Hopefully though the next generation of consoles and DX12 at least pushes graphics forward more than this generation has. This generation has been PATHETIC.