The article complains about issues with consumer GPUs but those are nowadays relegated to being merely a side hobby project of Nvidia, whose core business is enterprise AI chips. Anyway Nvidia still has no significant competition from AMD on either front so they are still getting away with this.

Deceptive marketing aside, it's true that it's sad that we can't get 4K 60 Hz with ray tracing with current hardware without some kind of AI denoising and upscaling, but ray tracing is really just _profoundly_ hard so I can't really blame anyone for not having figured out how to put it in a consumer pc yet. There's a reason why pixar movies need huge render farms that take lots of time per frame. We would probably sooner get gaussian splatting and real time diffusion models in games than nice full resolution ray tracing tbh.