Well, within the next 30 days, you can probably expect to see the 8900 GTX or something along those lines. With the 6800 and 7800, they came out with a suped-up version (faster ram, clock, etc) within three to six months for about the same price or less than the first card came out at. That would be a great deal. Especially if you're someone like me who purchased the 7800 GTX and a year later were wishing you had shown the patience to wait for the 7900/7950.
Personally, I would go with eVGA. While it's only anecdotal, I have had great experiences with their cards. Solid, great performance, great packaging, drivers. Everything. I would be hard pressed to go with anything other than an eVGA at this point. And as for the person who said that they won't accept Nvidia's reference drivers -- the first thing I do after installing an eVGA is download and install the Forceware drivers. Never any problems. They also run the Tweaks R Us drivers quite well.
As for eVGA tech/customer support. I can't comment on it. I've owned four or five eVGA cards across three generations (5xxx, 6xxx, 7xxx) over the last several years and have never had any reason to need to contact them.
I am open to other brands, so I look forward to other people's responses here. I don't care about fancy crap like colors and LEDs and blacklight glowing garbage or (unless it actually provides some improvement) even water cooling.