I have been building PC's for over 20 years and if there's one thing that is consistent, it is that what is the best today, will be a few notches down in 6 months. If either ATI or nVidia was to gain a solid string of victories, the other would cease to exist. And neither of them really wants to win because if they did, that would get all those with benchmarks in their image signatures off the "upgrade every 6 months" treadmill.
All I saw on these forums for 2 months is "don't buy anything now, the 58xx will trounce it" ... well that didn't happen. So the automatic fallback argument will now be "value" .... kinda like a Mustang owner sneering at a Porsche claiming the Mustang is "better" because it's cheaper or the baseball fan whose team is playing golf in a few weeks claiming that their team is better because while they are out of the playoffs, their team's payroll is only 40% of that of the teams that are in the playoffs. Hint....that's a major reason WHY they are in the playoffs.
We will also undoubtedly see all the rah rah stuff about advantages in power, heat, noise etc which interestingly enough were dismissed by those same people when the 295's were being compared with the 4870x2. One side will go rah rah about the 11 games now listed for DX11 release and totally dismiss the 103 games listed for PhysX. The other side will do the opposite.
OK we get it, you either don't have the money to buy a $500 card or you simply don't feel that 10% performance advantage is worth your $120. That's no reason to justify your choice with inflated claims or to "dis" the people who make other choices. The best always costs more. Remember when the 5870x2 comes out at it's announced $599, you will have to suffer your own words thrown back at you.
If there is anything to brand loyalty, it should be based solely on what games you are playing. Interested in the 103 PhysX games, then nVidia is for you. Interested in the 11 DX11 games, then ATI is for you. It's not supposed to be a religion. There is no wrong choice. Just buy what works for you and if you need the propaganda to feel good about your choice try and remember, "thou shalt keep thy religion to thyself".