MSI GT660: Why No DX11?

Below an ad for the newly released, quad-core gaming monster from MSI–the GT660. The GT660 comes loaded with features including dual 7,200rpm hard drives, USB 3.0, and room for up to 12GB of DDR3 RAM. Somewhat less impressive is the choice of GPU. MSI seems to have spared no expenses in any other areas, so why are they not equipping it with the latest DX11 (Fermi) video card from Nvidia, the GTX 480M? Sure, the included GTX 285M is definitely no slouch; it has the capacity to play all recent games at fluid frame rates, but it is built with a 55nm manufacturing process (meaning more heat than the current 40nm). More importantly, it lacks DirectX 11 support.
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