In an interview with Godfrey Cheng, Director of Technical Marketing in AMD's Graphics Products Group, Bit-Tech.net has quoted him saying that standards such as PhysX would die due to their proprietary and closed nature. Says Mr. Cheng: Bit-Tech.net interviewed the AMD person to get the company's take on EA and 2K's decision to adopt NVIDIA PhysX across all of their worldwide studios, earlier this week. Interestingly, when asked about how the major publishers such as EA adopting PhysX across all of their studios would impact the propagation of the API, Cheng responded with saying that monetary incentives provided to publishing houses alone won't help a great deal in propagating the API, and that the product (PhysX) must be competitive, and that AMD viewed Havoc and its physics simulation technologies as leaders. "Games developers share this view. We will also invest in technologies and partnerships beyond Havok that enhances gameplay." he added. PhysX is a proprietary physics simulation API created by Ageia technologies, which was acquired and developed by NVIDIA. You can read the full Bit-Tech.net interview with Godfrey Cheng here.