ATI is famous for this crap and believe me I learned my lesson LONG ago about becoming an early adopter of ATI's latest and greatest.
To be fair, in this day and age it is a good idea not to trust *anyone's* marketing at any time, and to avoid the bleeding edge of any technology. The chances of disappointment are always high... after all, you pay a premium at launch and are most likely to suffer from launch-related issues. It's a lose-lose situation balanced only by the thrill of new tech in your hot, sweaty hands. :-)
The pressures on businesses are huge, especially now, and unseen internal divisions within companies can make life very tricky. We only see the result of the overall company effort, and whatever the result of those overall efforts, that doesn't mean there aren't good people behind the scenes trying to do good things. I think that much is clear from some of the (very interesting) posts made here recently.
Having said all that, I've found this launch a little disappointing. I'll leave it at that. :-)
Andrew McP... who'd already have bought a 5870 if TripleHead units worked with it, or if displayport adapters were easily available in the UK. If I had an SLI motherboard I'd just pick up an extra 260GTX, get my FPS boost that way, and wait six months for the dust to settle.