Loyalty. Come on guys, think outside your boxes. I will never own an ATI product as long as nV exists, because they gave me boatloads of issues on two seperate cards and were never willing to help me, and would not accept an RMA of the card because they said it was driver issues. They always pointed me to their newest driver, which was my problem to begin with, BOTH TIMES. I'm ok with losing afew percentage points of raw power for the same price if it keeps me away from ATI. You may not agree, but you don't have to.