Why would you be loyal to a brand for a computer component? It's not a status symbol like an iPhone, just get the product that offers the best value to you. For me it was the 30 series a couple of years ago because AMD weren't selling them at MSRP in the UK so Nvidia was massively better value. This gen it was much closer but I ended up with a 4070 Ti because they were simply offering superior overall value for money to me compared to the 7900 XT and XTX. If you want to vote with your wallet then the only alternative at that performance level is AMD who are just as bad if not worse. They were given a massive open goal with Nvidia overpricing their GPUs this gen, and they have lower manufacturing costs from the chiplet design, but the only thing they're interested in competing with is profit margins. They're content to offer slightly better raster price/performance but inferior overall price/performance when factoring in other things like DLSS, power efficiency etc.