Gamers have become pretty accustomed to the functionality of tools like GeForce Experience and Raptr for years now. Press a button and you can record gameplay without much of an overhead. Optimise your image settings. Update drivers. Run games at inordinately high resolutions.
The simplicity is cool. The world and art of in-game photography has still been buried behind SweetFX profiles, custom Cheat Engine tables, INI hacks and more for a while. But NVIDIA is trying to change that.