It doesn't pay to get too picky about businesses and ethics... look too closely at 99% of businesses and you wouldn't want to deal with them either...
I really can't understand that, it DOES pay to be picky, even if it means you end up not using many many companies.
If everyone was as picky, and "evil" companies(not talking gpu makers here, but seriously evil companies that dump toxic waste, test drugs on people it shouldn't, etc, etc) wouldn't get much business and taking the low road as a business would be a less common thing, which would benefit us all.
Personally, I try not to use any companies "I" deem to be immoral, cheat, etc, etc. AGain I'm not really talking about computing in general here, but because your post wasn't really aimed there either, but in general.
For instance personally I don't care that Tesco's puts smaller shops out of business, thats society moving on, not Tesco's being evil. Its sad, but every industry has to move on and every industry loses jobs to increases in efficiency and new production methods, just like mining jobs have been lost for decades, small grocers simply aren't required, tough/harsh, maybe but its not evil.
While some toy company that puts toxic chemicals in kids toys, to save a buck, are evil and should be left to die when no one uses them.
Nvidia certainly aren't "evil" , but I really don't like their push for closed standards and anti competitive practices, because it harms us all. Lets say Nvidia got their grubby mits on every game, every game ran 90% faster on their hardware due to dodgey physx and optimised paid for code. When ATi cards are no longer a choice, that leaves us all screwed on the prices of the only competitive cards.
Clean open competition with help from both sides to help games run faster, but NEVER at the expense of the other and every standard open, with both companies focusing on getting their drivers running as well as possible and letting game dev's make their games, as they see fit, with easily available open physx/ai/weather engines they can reduce game design time by using.
Imagine if instead of 800 games all coming up with a new weather system engine, there were 5 constantly updated engines they could just pick one of and optimise as they seem fit. You'd be cutting down the time to produce games, or more importantly, freeing up man hours to make the rest of the game better. If physx was open and freely useable, physx could just focus on improving themselves, and both gpu companies could spend whatever time they wished optimising physx's code to run on their gpu's. Rather than one company modifying physx code, not for quality or improvements, but to run better on one type of hardware over another.
I couldn't care less whose on top in general, and have never cared a jot about who has better flat out performance, its ALWAYS been price/performance for me. Which meant a couple 6800's in SLI when I got a great deal were superb(if loud) cards, and a cheap 8800gtx for 1/3 less than they usually were got my money, £200 when they were normally £300 everywhere

(if crap 64bit drivers when Vista was new).
My honest analysis though, is that Nvidia can't survive long term, not least if they insist on building cores that aren't designed for the process they are going to be used on. AMD has made HUGE gains simply by deciding to switch from "lets design the best core we can think of, then think about producing it" which caused a huge problem, to "lets make the best core we can ON THIS SPECIFIC PROCESS with all its limitations" which has since they've done this, meant huge profits, huge sales and fantastic prices for us.
The fact the 5XXX series is out on time, working with good performance on this, the worst process out of TSMC yet is pretty much proof of this.
Even if Nvidia change to a better working plan, their long term future is still heavily in doubt, which is a shame, I'm hoping Intel's next, or more likely next but one version of Larabee gets competitive, because AMD being the only real option will lead to problems. Not on purpose, competitions breeds innovation, when theres no pressure, you simply aren't rushed into coming up with brilliant idea's.