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Jensen Huang said a few years ago in an interview that Moore’s law is effectively dead, and that they are focusing now on optimizations rather than transistor count.
I suppose that means optimizing their pricing structure for maximum profit, and optimizing ways to improve performance metrics without significantly improving actual performance, like these frame generation routines.
Ironically this will lead to less optimization on the part of games being developed. Why spend time and money optimizing your game when you can rely on dlss and 4x framegen to get players good frames?