These optimizations arn't doing anything but helping people with lower end cards run a graphic intensive game. How is that bad buisiness?
When a game developer has built enough hype around a game, especially over the graphics that the game will incorporate, and a GPU hardware manufacturer has liscenesed their logo to back and support the game . . . you'll have people buying those GPUs just to play the game. Sure, you'll have great performance, but you're not getting everything that the game dev was pushing with their product. It's not fair to the consumer, or the game developers, especially if they buy any nVidia GPUs and are looking forward to the high-end graphics this game is supposed to offer.
edit>> I'm not saying I have a problem with the optimizations - its doing it behind the customers back that irritates me. At least give the consumer the option of turning the tweaks on and off. Extreme point: would you mind 45% pixelation in Crysis (or any game for that matter) if you got an extra 65 FPS? Would it bother you if you were given a choice, though?