I lean more towards nVidia, when I built my first computer I couldn't find a mainstream card from ATI that could compare to 6600GT. It seemed to me that ATI has always catered more to the high-end buyer (until recently). And I don't like rewarding a company for arriving late to the party. My next card was a 7600GT which also rocked and which, when it came out, had no competition from ATI (again, frustrated by the lack of alternative). For my latest card I wanted to go with a high end DX10 card. Well gee, here we are again, with nVidia having the only option available. I researched both cards (G80 and R600) heavily and am so glad I didn't wait on the R600. When it does finally come out in April (or later, they keep pushing the date back), it probably will be faster than the G80, but then again I would of had to wait an extra 6 months to get it. Some other reasons, being in the advertising industry, I appreciate the fact that nVidia seems to be alot better at Marketing and PR. Also, they also based in the good 'ole US of A. Call me patriotic. Although now that AMD has purchased ATI, that isn't as much of a factor.