Sorry for the long delay in rsponse to this - sleep last night and work today
I just wanted to make some comments here, but I don't want to detract any further from the topic in this thread - so, after my comments, I'll drop my end of the debate, here.
As for IQ between the cards - the majority of reviews still give the nod to ATI - especially when it comes to performance with AA/AF enabled and all the other goodies on. But, it's hard for us to actually judge that, even with screenshots, as sometimes the screenshot taken is not the final rendered product that is drawn to the screen. But, I don't know anyone personally that takes a new video card on a "test drive" before final purchase, or is willing to buy one, then swap it for the competition, and decide which one they like better, know what I mean?
But, with nVidia's TWIMTBP campaign - it wins buyers because there are alot of people who will buy a product just because they recognize the logo, and when they see the nVidia logo in 90% of the games they play, they're more liable to go back to nVidia. IMO, this was a brilliant marketing move on nVidia's part -
no one can deny that (except for maybe the uber-1337 ATI fanbois). But, I think ATI needs to push some campaign in a similar fashion - but go after the IQ market which is what they're more known for.
A really good idea for ATI would be to market their logo and hardware to the companies that are making all these computer animated movies - Dreamworks, Pixar, etc. and get the ATI logo in at the beginning of the film with a slogan just as catchy as TWIMTBP. IMO, it would come across to viewers that ATI care about image quality, and if their hardware has helped in production of said movie, people might be more apt to purchase ATI products. Don't get me wrong, ATI is slowly catching up to nVidia - but I think that has more to do with nVidia's complacency over the last year and a half, they've known they were far in the lead for too long. ATI is poised to be able to regain a decent portion of the market, but if they make another mistake (i.e. initial release of the 2900), it will set them far behind again.
I know I was exaggerating a bit with a price tag of $800 on a GTX, but, the average price starts near $150-$200 more than the 2900XT, and there are still quite a few that are $800 or more. It's still trying to compare a tangerine to an orange, IMO.
As for the reviews that pop up here and there - it's all to be taken with a grain of salt. As I've mentioned before, for the average tech web site, I can't take what they say as full-boogey truth if they're stouting either nVidia or ATI advertising on their page, and there are a lot more sites that advertise nVidia than ATI . . . and a lot more sites giving the 2900XT crap reviews comparitivelly.
If you want some decent, unbiased reviews, it takes a lot of digging - but some of the best sources come from trade publications and the like. Although a little outdated, here's some unbiased reviews from MaximumPC:
Diamond Viper 2900XT
XFX 8800 Ultra XXX
Anyhow, I'll be the first to say I'm ATI loyal, but if nVidia is kicking ATI's ass (which they've been doing for the last two years), I don't have a single problem admitting it. I have a few issues with some of nVidia's tactics, but I don't go around saying their hardware is tripe, either . . . I just won't ever buy any of their equipment.