Portal RTX and the RTX Remix software suite that NVIDIA announced is really cool (Can't emphasize this enough). But honestly, the pricing of the 40 series of NVIDIA GPUs is baffling to me. They've basically doubled or tripled MSRP in a few cases, and probably threw power consumption out the window (similar to what Intel has done with their CPUs).
Their GPU control panel on Windows is one of the few things I've seen that don't use Chromium as a framework and still somehow is slower than any web app that I've ever seen, and all of their GPU software (GeForce Experience, NVCP, RTX Broadcast/Voice) are fragmented into many pieces of software that you have to download separately (And still aren't available in winget). GeForce Experience still lacks a RAM buffer feature for instant replays (So you either have to use RAMDisk software for the temporary files, or risk constantly writing data to your SSD and wearing it out if you leave it on). This is even before getting to their Linux driver support, which in XOrg is finnicky at best, and in Wayland (or more accurately XWayland) is a walking photosensitivity hazard at worst. And news on NVIDIA improving their Linux drivers further has been dead silent since the DKMS module got open sourced. Can't say I've had any of those problems since I switched away from NVIDIA (Ended up selling my 3070), and the competition actually has options to disable telemetry alongside an error reporting tool for reporting issues with their drivers.
Unsure if the frame interpolation stuff that NVIDIA is teasing with DLSS 3.0 is going to come at a cost of input latency, or if it's going to behave similarly to something like SVP, but generally, it's wise to disable that stuff on TVs when hooking up a game system due to input lag. Frame interpolation is interesting from a framepacing perspective, if your display doesn't support VRR.
I still think that NVIDIA hasn't released a fantastic budget GPU that actually matches with console performance since the GTX 750Ti and 1050Ti (If you game at 1080p, and not 1440p/4K) respectively. The 1650 had extremely divisive reviews at launch, but they sold like hotcakes during the pandemic (and put into an obscene amount of prebuilt systems), despite lacking DirectStorage support or enough VRAM for them to not age like milk.
Man, this kind of stuff really has me hoping that AMD straightens up their GPU act by marketing at sane/competitive prices and having good jump in RT performance. That and for Intel to make some good moves with their Arc GPUs.