Re: options nvidia NVreg_EnableMSI=1 not being applied by Ubuntu 10.10
It's possible that you need to reference the module with the name 'nvidia-current' instead of 'nvidia'.
One way to verify is to run 'modinfo nvidia'. If it says something like 'can't find module' then, try 'modinfo nvidia-current'. If that doesn't work, you need to find the name of the module being used (under /lib/modules) and reference that name.
For me, placing
options nvidia-current NVreg_EnableMSI=1
in nvidia.conf under /etc/modprobe.d works. No other commands like update-initramfs need to be run.