DLSS 4's announcement may have convinced me to switch from AMD to Nvidia for the next generation of GPUs, and I doubt I'm the only one
My other option was the RTX 4070, a card I've often used for performance comparisons and agree is also a fine choice for a reasonably-priced GPU. The RX 7800 XT was a bit cheaper though, and a bit faster in raw raster performance at 1440p, so I plumped for that with my personal cash instead.