Performance per dollar. You look at the 9600 Pro and the 5600 Ultra, direct competitors, and the 9600 Pro comes out on top. Look at the 9600 XT and the 5700 Ultra. They're neck and neck and the 5700 Ultra is $30 more and you won't get HL2 with it. The 5950 Ultra and the 9800 XT? The 9800 XT comes out on top again. In all games. It's been this way for a while now.
The only thing that Nvidia is good at is making Quake 3 games run well. And Doom 3, which even John Carmack admits is mostly a DX7 game, because it doesn't really make much use of features supported by DX8 and DX9. But it's not like Nvidia cards were that great at Doom 3 to begin with. They've spent so much time optimising for Doom 3 alone it's ridiculous to the point where they still suck at HL2 and most other DX9 games. You can't buy a graphics card now that has no future. They're going to stop making Quake 3 based games. And while Doom 3 will power a number of engines, they're going to undoubtedly upgrade it by adding DX9 features.
Sure, after Doom 3 is released, DX9 might finally get some attention from Nvidia, but as it stands, not only can you get cards that perform better from ATi, but they're cheaper too. Nvidia needs to look at real benchmarks, not their faked ones, and realize that if they're going to offer inferior performance, they need to lower the price because their sales are going to start dropping fast.
After my Voodoo2 I've always owned an Nvidia product, be TNT2, Geforce2 MX, Geforce 3, but after much comparison in benchmarks and prices, you just can't beat ATi's 9000 series. Across the board they have better deals going. I was going to buy a 5600 Ultra until I found out that they re-released the 5600 Ultra by upgrading some parts because the first one wasn't very good, and now you can't tell at most websites which one you're getting, the original suck version or the new decent version.
And now you have some great promotions by ATi. HL2 voucher? Hell yeah. I don't care if it won't come out for a while. Anyone who wants HL2 would find that a good deal. I'm buying a 9600 XT for $10 more than a 9600 Pro, that used to be the best value in the midrange market until the XT, so now I'm getting a $165 card with a free $50 game. What did Nvidia scrape up? Call of Duty? Hardly a graphical powerhouse. But it suits their needs I guess. What runs better than Quake 3 based games on Nvidia hardware? I'm not interested anyway because the game isn't that great. It's just an attempt to steal back buyers they've lost to ATi. But it won't work because once again the benchmarks show that Nvidia loses again to ATi at Call of Duty.
Nvidia may have higher fill rates, but it just can't compensate for delivering inadequate performance in new games and being more expensive than the competition (that it regularly loses to). Nvidia's last card to beat the competition was the TI 4600, but the whole FX line never made it. Unfortunately, Nvidia's sales department never noticed and have priced all their cards too high, consequently losing many a customer. This isn't Intel vs AMD. There aren't nearly as many fanboys here. There aren't that many "loyal" customers. You buy what gives you the best bang for your buck, and Nvidia hasn't delivered on that in more than a year.