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Don't get me wrong, DX10 was a massive improvement... for programmers. The change in memory model and multitasking ability that made things like Aero possible was a huge improvement... which users couldn't see. So it's not that surprising they were reluctant to buy this resource heavy OS with what looked like just a few shiny bells and whistles. Now that XP is fading and Windows 7 is looking to give a real reason to upgrade (or at least fewer penalties for doing so), they'll move to DX11.