I only build rigs for gaming. I was always an NVIDIA guy. My first buy was NVIDIA, and I stuck with it because I had no issues at any point with heat, noise, or drivers.
I saw a 7950 for a VERY tempting price when I was considering upgrading to a 670, so I bought it. Are drivers bad? No. Is heat an issue? No, it's not. Is noise an issue? Nope. What about overclocking? Go right ahead, you can overclock to your heart's content!
I don't see myself as having brand loyalty anymore. I see no differences when it comes to determining which brand to purchase. I'll now choose whichever I feel like choosing, or whichever I can get the best deal on
Some may complain about heat or noise, but the reality of it is that the cooler is the problem, not the card itself. While it does look like reference AMD cards are louder and hotter than reference NVIDIA cards, those without reference coolers (or the ones you watercool) perform very acceptably in both departments.
So the way I view the issue is in that it's entirely a non-issue.