One thing that I always take into account is the difference in warranty. EVGA has a good practice of including nice, long warranties with their cards (sometimes even lifetime warranties). I can't speak for others but that is DEFINITELY something that weighs heavy on my decision-making. I don't mind replacing the card if I can do it for free as many times as necessary.
And to be honest, a company that backs their product with a longer warranty is going to have a better product. It's more cost-effective!