LtGenPanda, has spotted a Games for Windows Live DirectX 10 product page featuring the dubious marketing images. In order to easily characterize the power of DirectX 10 versus previous versions, Microsoft compared pre-release rendered screens of 2007's Crysis (using DX10) against the 2003 PC release of Halo: Combat Evolved (running DX9). Considering Crysis can also be played using DirectX 9 (albeit at lower quality), we call shenanigans!
If the misleading images weren't enough, Microsoft adds some choice words to spin its web of deceit. In regards to the OMGness of DX10, the page reads: "The facial expressions, details of the face, the handle-bar moustache and the glazed looking eyes all add to the realism." Kids, the harsh truth is that handle-bar mustaches will only lead to a loss of friends and respect.