I think most of us are capable of objectivity, especially those of us lacking the excess of disposable income to buy the absolute newest cards every time they launch.
I lean towards what ever company has the fastest card in the price bracket that I'm able to afford at that time. For me that was GTX 260, GTX 560ti, GTX 780, and 980ti (I have a better job now

) This upcoming generation I would really like to own an AMD card if it's competitive with the top offering Nvidia has to offer. Fury X just wasn't compelling to me when my 980ti runs at 1525 core without breaking 80C (MSI Gaming 6G). For this generation 980ti was just too good to pass up.
HDR, Freesync, and VR superiority are heavily influencing me to try out AMD this upcoming generation. Ultimately whoever has the best performing card with a rich feature set in regards to display technology in the 980ti/Fury X price range will win my money this time.