They can deliver the game with the BEST graphics without using EITHER NVidia or AMD proprietary tech. Developers should NOT be biased and favor over one manufacturer. If they want to make certain tech available for Nvidia, then they should make the game MANTLE ready. Let me ask you, If they implement MANTLE on Witcher 3 and gamers are getting extra 10FPS gain over NVidia, by YOUR theory, they shouldn't abandon that because someone doesn't has the right graphics card ??
There is a big difference between adding effects and adding an entire rendering API. Mantle will ONLY run on AMD hardware and it will obviously require to maintain another codebranch and implement it into REDEngine 3.
That is NOT the case with GameWorks, some effects are Nvidia limited but the rest will work on both AMD and Nvidia and it will be present on both the consoles as well which as it so happens use AMD hardware.
And you make the best of the resources available to you, do you really think creating their own hair rendering solution, cloth physics, destruction is simple? It would need immense amount of time and money, not to forget developers that are actually into this, there is a big difference between implementing a feature that was developed by those experts at it with proper documentation vs first creating your own solution then learning its every crack and crevice.
I don't think there is such a thing as getting slapped on top when it comes to Gameworks, you are allowing Nvidia to implement its libraries and optimize the code for nvidia hardware.
Yeah there is, take the PhysX SDK for example, the effects these games use from that is a few things while it's a full blown physics SDK, AC uses havok for the actual physics for example and as far as I'm aware PhysX SDK is one of the fastest, if not the fastest engines right now.
The things implemented by those games is mostly TXAA, HBAO+, soft shadows.
Out of those TXAA only works on NV hardware and is not essential at all in fact a lot of people dislike it because of too much blur.
HBAO+ works perfectly in both AMD and Nvidia as far as I've seen, certainly better than simple HBAO/HDAO and obviously SSAO.
Soft Shadows is taxing on both the hardwares.
Now for the exceptions...
CoD used the fur tech for their dog, which was confirmed to be OpenCL and not CUDA so there really is no restriction over there, OpenCL is supposed to be AMD's forte.
Nvidia APEX Turbulence - the only remaining effect in the APEX library that is GPU accelerated only.
ALL of the rest of the APEX modules run on CPU as well as GPU, the latest PhysX SDK(which the Witcher 3 will be using) has SIMD optimizations specifically for the CPU.