Funny thing is, the first time I heard about real-time ray-tracing on GPGPU designs a decade ago, my first thought was "Hey, maybe they could adapt Aureal A3D-style wavetracing to the GPU this way!"
Only now has NVIDIA actually bothered doing so, though, and they're pitching it largely as a VR feature when it would've benefited flat gaming just as well to anyone with a decent set of headphones. Everyone who played with an Aureal card in the late '90s, or with an X-Fi and CMSS-3D Headphone, fully understands this.
While I'm all for the return of proper environmental 3D audio to PC games, the fact that this is NVIDIA-exclusive stuff makes me concerned about AMD users missing out, much as AMD's TrueAudio implementation gave me concerns about being forced to do without as an NVIDIA owner. Vendor-specific features tend to go unused because of fragmentation like that.