It`s attempting to set a great standard in the lower end dx10 cards, whilst giving it the multimedia benefits.
I don`t know if the addage of the bd & hd is going to be that much in demand at the moment. A manufacturer of a £1000++ htpc machine could use it well, but the masses will be interested in it in a year or so maybe.
Then perhaps we`ll be banging on about G9x cards, and purevideo HD may well be the standard by then.
If they tag on extra to the price because of the purevideo HD, I don`t see it selling very well outside of oem htpc.