Only issue with AMD's cards is that they're very power hungry, and dump a lot of heat into your case. A GTX 1060 is something like ~5% faster than an RX580, and ~10% faster than a 480, but the 580 draws more than 50% more power - more than a GTX 1080, in fact. It doesn't affect performance, but to me, it's very unappealing that AMD's designs are so inefficient.
On the other hand, NV's proprietary technologies (e.g. G-Sync) are rather unappealing too.