Not terribly attractive IMO, but to each their own.
EDIT: Each company really has their benefits right now. ATi has eyefinity and their new, fairly powerful weapon: XFX. Nvidia has the Fermi architecture (The PolyMorph Engine - Tessellation, Displacement Mapping, CUDAcores, DirectCompute, RayTracing, an ENTIRELY new memory subsystem, etc) Nvision3D, and probably the most renowned name in graphics - Evga. Which is now playing the role of Nvidia's few primary launch partners.
EDIT2: I forgot to add that ATi has the larger fan-base and bank of customers, since they hit the DX11 gold mine first. Funny part is, there really haven't been many DX11 games yet.