Expecting nvidia to support PhysX with an ATI card fitted is not exactly part of the issue, but there's a difference between not supporting something and actively stopping it. Back in the days when the nForce chipsets were popular for motherboards, you didn't see nvidia coding out Intel, VIA etc. chipset boards when nvidia graphics cards were installed.
Quite frankly, nvidia is just trying to avoid customer complaints IF and when PhysX turns out to cause problems with an ATI card through a coincidental conflict (I'm no internal graphics guru but it's my belief this is unlikely). If ATI + nvidia can work via Lucid, PhysX with an ATI card installed can sure as hell work, and of course they're trying to garner more sales. Instead what they've done is tick off enthusiasts who want to get the best from what the graphics world has to offer, from either company. Think hard about it, are you that likely to see anyone but enthusiasts put nvidia and ATI cards together in tandem solely for the purpose of running PhysX? nVidia certainly aren't going to advertise that the combination works, so I see no reason why it's something for them to be afraid of everybody doing.
If Lucid get their way though, this is all moot anyway.