Rebranding and handicapping hardware is commonplace in the CPU industry, but I've never seen it in GPUs, at least so blatantly like it is here. He's able to basically turn a GTX465 into a GTX470 with a few easy firmware modifications. It's brilliant. It makes me want to build a Phenom II X3 + GTX465 system and turn it into a Phenom II X4 + GTX470 system. If it was really guaranteed that it'd work and such, and I was strapped for money, I'd do it.
http://plaza.fi/muropaketti/artikke...se-itse-geforce-gtx-465n-modifiointi-470ksi,2 Performance benchmarks on Point of View GTX465 -> GTX470.