crazy_dave: I think the OP is more worried that AMD's new API will reintroduce the bad old days of device fragmentation in graphics for games than proclaiming AMD cards to be the future. :) Myself, I am pretty much GPU agnostic.
StingingVelvet: I know, my upgrade was just on my mind so I turned it into that.
Segregation... yes. And companies don't care, all about the bottom line.
Companies do\sometimes care about technologically segregated markets as it can damage profits.
Look at PhysX; nVidia spent a fortune aquiring a company for a technology that has barely been used because harldy anyone wanted to take a risk on a technology that only gave a marginal benefit to about half of their customer base. nVidia might not have wasted the money but it doesn't look like they made great investment.
In this case the tech offers a, potentially, massive benefit and has large market. Even by claiming to be open is likely to encourage developers to adopt the technology figuring that they'll hit a big market and hoping the last big segment left adopts the tech in the mean time.
At best this is a breath of fresh air that will finally give a cross platform, game focused, high performance graphics API . At worst it fails AMD can't afford to back down and its Glide all over again but with the fringe benfit of easier console ports for some PC users.