I hear you...We have a "PC" pro consultant for the office, and by his standards,
NVIDIA's latest videocards power consumption is outrageous...For equal performances as ATI... Actually, I personnaly have had 2 NIVIDIA cards completely burned out while playing at standard settings. Also, probably since AMD and ATI got "togheter", the graphic quality just got to par with NVIDIA...Sometimes better...

ANd in the end, it is allways witch company will do the best drivers for such and such game...
SO if you are eco-friendly, ATI is the way to go....