You know, I've argued in circles with certain webmasters on the very heavy use of 3DMark over the years. I've sat back and been quite puzzled watching people switching driver versions, looking for the one that'll give them the highest 3DMark score. I agree with what Nvidia has written on the newest version, too.
But, as others have said, the timing of this stinks. And which sites fall in line with Nvidia's new tack on "synthetic" benchmarks (cough, Treemark, cough). . .that's going to be more interesting to me than anything else. I expect a company to act in whatever will be its best interests, but I don't expect so-called web journalists to tow whatever line is dictated to them from a certain IHV.