I buy what ever card fits my price/perf desire.  As for retailer, I do much the same.
AMD/Nvidia do not make products for the good of the world, and I dont buy them for the good of the world.  I buy GPUs to game on, and If a company makes something I want, and I have the means to get it, I do.  Brand loyalty does not give me higher FPS or game play.  
Pretty much the same thing for retailers.  Newegg is what I use for a lot of purchases, but most of my rig came from elsewhere.  Newegg is not here to hold your hand and watch your baby, they sell things to you for money.  I would bet that you have never offered a company more money than they were asking for when selecting a PC component.  Thats because neither you or the retailer are in the business of charity.
Buy a card, game, have fun.  You are not entitled to products, and the world is not entitled to your time or money.  As long as neither of you are forced, then be happy.