There should be. Like the article points out, these people want to sell their games as much as possible, and having to rely on people buying an expensive OS and an expensive vid card plus an expensive game is not good strategy.
I hope they apply pressure. Though if you think about it, there are only three big DX10 games that we know about; Flight Sim X, Alan Wake, Crysis and Halo 2.
Flight Sim X will have a DX9 version and it is owned by M$ anyway. Halo 2 I put there as a joke, screw that. Crysis will have a DX9 version so again the logic above doesn't apply... and that leaves Alan Wake which is going to hit consoles anyway.
So I suppose no one is going to lose too much money.