I am a little unsure as to what this is.

Is this simply a media player that plays mp4's hd video etc? Or is there something more to it that i am missing?

Is this in any way superior to nero showtime or another good media player that will play mp4 and hd content?

EDIT:
http://www.nvidia.com/page/purevideo_HD.html

I kid you not that you should bookmark this link:

http://www.tomshardware.com/reviews/avivo-purevideo-clearvideo,2408.html

Thanks for the link. It will take me a while to get through it all.

Pure Video HD is basically tech that allows to use your GPU for playing videos instead of the CPU. If you got a geforce 8+, some apps will allow you to turn on "video acceleration" kinda like Cyberlink's PowerDVD does. Basically all that's gonna do is process the vid on the videocard making the colors better and not use your cpu as much. At least that's what I think it does.

http://en.wikipedia.org/wiki/Nvidia_PureVideo

All thats ever done for me in Power dvd 9 is blue screens.

Really? Always worked for me.