Considering nVidia's shady business practices, I can't recommend nVidia to anyone when AMD has a card that has exactly the same price and exactly the same performance. False advertising and drivers making performance on older cards worse are two things that happened this year already.
nVidia might have more frequent updates, but nVidia is also known for leaving their users in the dust after ~2 years. If you plan to have your card a long time (I strive to have it 5 years), AMD is by far the better choice.