I've been buying BFG for a while, but the 8800's by BFG do not support Windows 2000. I plan to make my next card XFX. Double lifetime warranty (real one, not a scam warranty like PNY) and Windows 2000 support. I'd recommend BFG for most people, but not for 2K users.
I'm hoping XFX has quality tech support and customer service like BFG. I guess I'll find out soon.
I do think in general that BFG, XFX, and EVGA make higher quality cards. I think Chaintech and PNY are pretty much bottom of the barrel. MSI and Gigabyte are somewhere in between. My EVGA cards (I have 2, an MX4000 and a 5900) just keep going. They are indestructible. I've never had to use EVGA's CS or warranty because their cards have never given me trouble, which says something about their quality control.
I think the stepup program is pretty useless really. It's only 90 days. In other words, I'm not going to want to upgrade by the time the program expires. I guess it's more of a guarantee that you won't get stuck with something because you buy just before a major rollout, but that's about all it's worth. It doesn't motivate me much. The double lifetime warranty of XFX motivates me a lot more.