Imho It's not Nvidia, they are doing this with the "Meant to be played" program, which is a dirty and nasty thing do tbh, but still "understandable" serious business.

It's Crytek who should said "fuck you!" we want the best for our gamers and costumers:(

edit: to all the mentally challenged who can't translate, google or use the Internet whatsoever ---> I'm sorry for the french link, but as with any news, linking the original source is the only way.