I returned my 8800GTS to the store because it made my room hotter, I don't want a heater, I want a video card.AMD only needs to release cards that out perform their competition. The other things are secondary goals. Enthusiasts would like a more energy efficient solution that produces less heat, but few people would discount buying an AMD/ATI card that out performed a comparable NVIDIA card on the basis of it's energy efficiency and heat output. Though there are few exceptions such as HPC use, but generally speaking, I don't think those two things would hugely impact sales. Performance and price sells cards more than anything.
So I was sure psyched to see the 3850 using less power and thinking I'd buy that card and be happy (for a while, anyway) if only it was either a little cheaper or a little better performing. I can't see paying $180 for it when the 8800GT is only $30 - $50 more. (Hell no I'm not considering a crazy jacked up price gouge price of $300 for the 8800GT). I've seen the 8800GT for sale more than once at about $230 or less.
It's a little sucky to be stuck with a 6600GT, but, I'm waiting until I can go to a store and pickup my card for MSRP or less, whichever one it is I end up getting.
My first choice would be a 3870 for under $200 'cause I'm not very happy with Nvidia presently either.