I got it with the drivers for my new Nvidia graphics card too. It detected any games on my computer that it could "optimize" and put the settings on the optimum for my computer components. I don't launch my games from the GeForce Experience app. I noticed it did up the settings for my Metro Last Light game. I can't say I noticed any great difference in the gameplay, but it could be if I used some benchmark software the frame rates might have been better.
I'm not sure, but I think there was a bit of a difference - in a good way - in Witcher 2.
It might be a bit of a "gizmo," but it seems to be pretty cool in a way.
In the garden.