So apparently this is a thing. It happened to me 5-6 times over the course of a day playing BF4. The last few times within 20 minutes. So frustrating I just gave up. If they don't release a fix soon looks like I'll be looking for some older drivers to rollback to.
https://forums.geforce.com/default/topic/834191/geforce-driver-352-86-keep-crashing-and-recovering/
https://forums.geforce.com/default/topic/834191/geforce-driver-352-86-keep-crashing-and-recovering/