People like EVGA because of their stellar customer support and warranty. That's really it. Now that the lifetime warranty is gone though, it doesn't matter as much.
The lifetime warranty is not gone. Only cards with certain suffixes are lifetime warranty cards. What EVGA did was actually increase the "normal" warranty from 1 year to 3 years.http://techgage.com/news/evga_revamps_its_lifetime_warranty_policy
The EVGA warranty covers overclocking, overvolting and even cooling mods and as far as I know is the only company to cover those things. They also offer the 90 day step up program where if you buy a newer card in the 90 day window they will give you the full retail price of your old card as a credit to the new one.
I have been buying EVGA cards since the 6600GT and have never had a problem with any of them.