See, the thing is this: XFX had a large amount of blindly loyal customers when they were solely Nvidia. XFX began whoring with ATi and lost of its more down to earth customers who, after, trying their ATi product didn't see the same level of performance and detail that XFX had with Nvidia. What's keeping XFX strong now? Their policies. A double lifetime warranty is unmatched, even by Evga.