I go for price / performance. Which. Quite frankly is nearly always AMD.
If they were completely even I would go AMD because I prefer the company and the way they operate.
If Nvidia was slightly better price / performance then I would still go AMD for the reason above.
If Nvidia was considerably better price / performance then I would go Nvidia.
This pretty much.
Despite the usual suspects Nvidia Defence League posts above, AMD at the moment does have better business practices overall, so I try and support them within reason where I can. Obviously if I was in the market for cards above the 480's performance I would have to go Nvidia, but at the moment I can wait.
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