Every serious PC gamer knows what a difference a good graphics card can make to the fun they have.
But it is not just hardcore gamers who have recognised the worth of a PC graphics card.
Increasing numbers of research scientists have woken up to their potential too.
But the scientists in question are not using the cards to appreciate the detail in PC games such as The Witcher. Instead they are using them as cheap sources of supercomputer-class processing power.
"They give a phenomenal bang for the buck," said Mike Giles, professor of scientific computing at the University of Oxford.