https://www.techpowerup.com/246927/nvidia-announces-partnerships-with-multiple-studios-to-bring-rtx-tech-to-gamers
 
This is part of NVIDIA's push to bring real time ray tracing and NVIDIA's RTX platforms' achievements to actual games that gamers can play. These encompass heavy hitters such as Battlefield V (DICE), Hitman 2 (IO Interactive), Shadow of the Tomb Raider (Crystal Dynamics), Metro Exodus (4A Games) and Control (Remedy Entertainment). 
 
Partnerships have been established with the studios developing games such as We Happy Few (Compulsion Games), Atomic Heart (Mundfish), Assetto Corsa Competizione (Kunos Simulazioni), just to name a few.

The big question, does DXR = RTX or is RTX something totally different?

Of course they have to partner with dev houses, because this stuff doesn't just work out of the box by default. It's a different render pipeline called DXR and is different than DX7-12, OpenGL, or Vulkan (which everything else uses). It's the same issue Oculus and HTC have with VR, it requires things to be implemented to work.