My personal opinion is both companies have done well this generation regarding performance and features (Nvidia slightly ahead with RTX and DLSS features and performance).
This generation for me the 3090 was the card to buy for what I use my computer for, which is work 99% of the time (CUDA based workloads, so RDNA would not be an option for my work) and some gaming and the 3090 was so good I purchased a second one for my work rig and linked them with the SLI/NVLINK bridge to be able to double my performance and VRAM in work related tasks and in some games too that support mGPU.
Pricing this generation sadly has not stuck to the MSRP (unless you buy the Unicorn FE cards from Nvidia), but the performance increase for my work was worth it and was happy to get a card with 24GB VRAM at less than their Titan cards and I have zero use for Titan or Quadro (A-Series now for Quadro range) drivers for my work.