The whole reason for nvidia to cheat in 3dmark2003 is because it is the benchmark that hold the most impact across all forms of advertising.
Their sole intent is to inflate scores (these score get published all over the world) so that joesixpack associates nvidia with superior benchmark numbers and buys Nvidia's card.
This has nothing to do with powerusers who know better-I run a small computer buisness and people almost always tell me they want an nvidia card because they've heard, or read that they are fast in "this 3dbenchmark2000 thingy."
And I have to explain what is going on and why the scores aren't valid.
It's just spurious buisness and it's something that really irks me as a small buisness owner (coffee house and computer shop).