Lock down
Indeed, Huddy, who worked at NVIDIA before joining AMD several years ago, even branded NVIDIA's recent GTC event a "marketing exercise," and expressed frustration over the recent issues over PhysX and anti-aliasing in the Batman PC game.
"We believe in open standards and execution" said Huddy, maintaining "locking-in is not something we've ever done, no code is locked to our hardware." Huddy went on to say "everybody loves us; Microsoft because we got there early [with DX11 hardware], game developers because we're working with them, consumers because we have the hardware available."
"We're trying to do the right thing," Huddy went on, telling HEXUS about AMD's efforts with both DX11 and Stream computing. "Windows 7 makes things like transcoding so much simpler," he added, to emphasise the importance he ascribed to working with Microsoft on GPU acceleration.
Huddy explained how even his mother had found benefits in using DX11 to speed up home video transcoding on Windows Media player, but concluded "Maybe NVIDIA just doesn't care enough about my mother."
