I would go for the MSI 831 Geforce II GTS Pro at newegg or microbarn. 140 about. Great card. I don't think the ULTRA is worth the price as of yet, and besides, that is well over twice what you wanted to spend
NVIDIA = video card and motherboard (oh so very soon) chipset manufacturer. ATI is another company, 3dfx used to be another, etc
GEFORCE GTS/TNT, etc = Name given to generations of graphics processing unit cores made by companies like NVIDIA. Other companies, (MSI, HERCULES, etc) use these chipsets to make their own cards. So, if you get MSI 831, it is made by MSI, but used NVIDIA's chipset technology, which in this case is the GEFORCE II GTS PRO core. ATI is responsible for RADEON, RAGE, etc. Any card with these on it will be made by ATI, since they don't liscense their technology out to other manufacturers.
Back to my recommendation. You can get this card for around 140. Mine should come tomorrow. I'm so excited. Newegg says it comes with 5.5ns memory, but it seems that it is actually shipping with 5ns memory clocked at 400MHz. Great deal. The pro is an improvement over the regular GEFORCE II GTS because it helps the memory bandwidth limiting problems of the GFII GTS. The cores are the same, but are "hand picked" to reach higher clock speeds. Hope at least one word of this helped.