Unless you want physx, I see no reason to even think of getting any nvidia card. I did a huge mistake when I jumped to the nvidia bandwagon after being loyal to the AMD/ATI stable for last 6 years. The 660Ti I bought might be powerful in the games but the color balanced is damn skewed that it just kills the fun. The tonal characteristics are terribly messed up. I spent last three days in tuning/calibrating my display/GPU and I am still not convinced. In the end I had to pop in my stalwart AMD 5770 to give some respite to my agony. Watched three movies and it was all so well.
I really repent my decision of buying the nvidia card, just for that lousy PhysX.