I prefer to spend as little as possible (willing to spend upward to $700 however). I just want to be able to play current gen and next gen games for the next year or two at reasonable settings. Games like witcher 2, Arkham City, Skyrim...etc.
My current mobo only supports DDR2 ram, which is too expensive to upgrade so need to change mobo probably. Also want to throw in a SSD to boot OS.
The 965 has gone up a little in price, and the upgrade path with amd is limited, so my choice is Intel. Get 16 gb of ram ($60 is cheap)
Now the harder choice; list a budget for the video card, and leave about $60 for the power supply upgrade. Newegg has about 400+ video cards, so your budget is crucial and the power supply choice also depends on the video card.