http://www.geforce.com/#/News/articles/epics-samaritan-demo-shows-the-future-of-graphics-today
http://www.geforce.com/#/News/articles/president-talks-unreal-engine-3-tech-in-exclusive-video-interview
http://www.geek.com/articles/games/john-carmack-finally-prefers-directx-to-opengl-20110311/
And big names are facilitating or at least not hindering the uptake of the technology any more. Probably means MS have a DX11 console in the works.