You wouldn't think Nvidia would have something up their sleeves in regards to hardware audio on their cards?
But unlike TRUFORM and the more recent TressFX, audio is an essential part to a gaming experience. Both TRUFORM and TressFX wasn't, it was just an addition but wasn't an essential part to game design.
Developers should see the need in supporting TrueAudio because since consoles do have something similar as well, then there's no common denominator anymore — though there needs to be more info on the PS4's audio capabilities, otherwise we're still back to square one again. Nvidia users (me included) might feel left out, but let's see how the green camp turns it way around it.