Performance average of a few games:
http://media.bestofmicro.com/T/W/352292/original/AVG Perf HIGH.png
Power Consumption:
http://media.bestofmicro.com/U/N/352319/original/Power.png
So the GTX660 is a bit faster, while using a bit more power. If you game at >1080p, the GTX660 is better, if you game at 1080p or less, either one will work. The 7850 can generally be had for cheaper now days, I'd go with the 7850.
The MSI 7850:
http://www.newegg.com/Product/Product.aspx?Item=N82E16814127688
The MSI 660:
http://www.newegg.com/Product/Product.aspx?Item=N82E16814127702
The 7850 is 20 dollars cheaper right now (on Newegg.CA, only 10 dollars cheaper on Newegg.COM), and more frugal as well, but it is a bit slower. If you shop around, say NCIX and other stores, you might even find better prices.
Compute wise the AMD's current crops are generally better.