Interesting move by EVGA. They obviously see it as viable to finance this, possibly based on their pro-SLI stance with their hardware. If it produces more sales, perhaps they feel it'll fund the other in a way.
It must also be becoming easier to produce "profiles" for games, or perhaps they're working alongside knowledge from nVidia - especially to be able to boast such a quick turn around.
I don't know what the process is for creating these profiles. Afaik they're a collection of xml style tags that instruct the drivers as to what type of game is being played. Theoretically illogical, as u would think a game is a game is a game, and perhaps it should be that way. But I'm sure these tags aren't very big and if they're duplicatable with common themes. If they're that common, working towards either an intelligent process to do the tagging automagically - or similarly build it into the driver. Interesting.
I do sneakingly suspect, as with the Precision tool, they may (if they haven't already) lock this down to their hardware only. Worrying thing about that for me is that it leads to different manufacturers trying to do the same thing, mostly dedicating time on something that in so many weeks gets included in the next nVidia update anyway.
Good news tho.