If you can get 100% of the discrete graphics market you've got half a chance of people using it beyond Battlefield 4.
I believe they said it's an open standard, and will be used on all currently developed Frostbite 3 titles (including DA3, the next ME, Command and Conquer, BF4, and Need for Speed: Rivals.)
So I'm planning on getting an AMD card, eventually...just got the 660 though so might be a while.
I very much dislike NVs exclusionary tactics lately so I'd rather have stuck with AMD, but they were just a little too late to the party.
And now I'm no longer primarily a PC gamer. *shrug*