Once you guys chose the right chip version, what brand name builder do you choose and for what reasons?

What can one expect from builders like Powercolor, Apollo, Sparkle, Galaxy, Zotec, Palit and so on?

Of the big dogs, what names do you go with and for what features?

I haven't had an ATI new since the good 'ol days of "built by ATI" w/ the Radeon 9800 Pro