DarkStalker, neither I have an especial preference for a company. But if you mention Dx 10 and the GeForce 8 series, you know now who fools people a little big more. Yes, I got an 8800 GTX.
Fortunately, it went broken and I change it for a new one of G2 series, GTX 260. It was a pair of months ago, and after seen the GTX 260 / 280 firts ones in G2 and the rest, I decided to wait for a High Gaming GPU in next one generation.
Both companies went to PC Gaming Alliance: Less model per gen, cheaper prices per gen, and easier names.
Forget which gpu you have (I have 2 Nvidia GPUs): Which of this two companies has been more consecuent with what they told in PC Gaming Alliance ?
I am thinking to chage soon one of them, with Dx 11 ones. If I get this new gen or wait another 9 months for 2º Dx 11 GPUs, is only a matter of benchmarks.
And with Dx 10, there are games. Not too much, but
NecroVision, Cryostasis, Stromrise, or World in Conflict Soviet Assault in this year. An
Dragon Age Origins, as Wikipedia says.

Maybe because as in the new
Call of Juarez Bound in Bounty, consoles and Dx 9 only support of this API in consoles, is now a big dead weight for PC Gaming.
Battlefield Bad Company 2 supports Dx 10.0, 10.1 and Dx 11 (Dx 9 for sure too). Am I a fool if I hope to see at least Dx 10 in next
Battlefield 3 BUT with PhysX? I hope I would not be so wrong.
Well, we all have to wait and see. PC is having soon a new Operative System, New API, new GPUs, more games optimized for 64 Bits O.S. and an exciting 2 or 3 next years with a new perspective in Pc games.
So I am really excited!