Ah, to your comment "There's something that bothers me about companies that sell the exact same product for two prices and the only difference is some switch is thrown on the more expensive one. But maybe there's more to it than that." There is something more to it...
While there may be only minor technical differences to the cards, the real difference is in the software. In a nutshell when you're buying the "inexpensive" card, you're not paying for the extra costs that NVidia (or ATI) incurs when they must expend resources to provide drivers that support the high-end applications. So unless you want consumers that could care less about the high end features to pay more, and the people that care about these features to pay less, you'll probably be happier with differentiated products in this way.
Don't forget companies are there to make money, and if they're not able to do this then either the company or product is likely to disappear. Personally I'd rather have NVidia around, if I need the high-end features, I'll figure out how to afford it...