There are so many misunderstandings around DX10 and it almost seems like two sides in a battle.
Microsoft on the one hand is trying to make DX10 the sole reason why Crysis looks better than Halo, which is complete bullshit. There is also a bunch of whiny gamers who can't see any instant change in the DX10 version of their game and thereby concludes that DX10 has nothing to offer over DX9 - this is also very wrong.