As far as I know HTC would have nothing to purchase. On the upside smoke and flame would look more realistic, the hard work put into water would generate very realistic splashes, foam, and spray, and smoke and clouds could be affected by the passage of planes. Then also the contrails and fuel trails, oil and radiator fluids would also act much more realistically.
The only downside is that some of us would see the effects, and some would not. Eventually, this will be a standard effect in games. Somewhere between 2015 and 2016 this effect (real-time effect rendering) will be supported by mainstream cards and not just the Titan Z.