well competition is always good, I mean look at how arrogant nvidia appears to be getting as it is now, competition helps to temper that

You have a 1080, clearly the high-end is for you, so without question nVidia is the only logical choice.

For low-end and mid-range, AMD is often a better alternative.

For the CPU side of the equation, Zen 2/Ryzen 3000 series is easily the definitive option for now, unless you need something specific on LGA2066 from the Intel camp, AMD is simply a better option across the entire CPU pricing spectrum right now... Which is certainly a full reversal from the FX Bulldozer days where it was impossible to recommend AMD.

I have always prefered Nvidia personally. No real particular reason, it is just the brand that I seemed to gravitate to during my ganing PC days.

Depends on your budget and what you need it for.

For the end user, Nvidia is hands down the better brand without question in terms of feature set, performance, software quality. Not much reason for anyone to opt in for AMD graphics technology unless you're corporate customer such as Apple, Google, Microsoft, Samsung, Sony, and etc ...

be aware when you talk about a cpu and refer to it as nothing more than an i7 you could be talking about a range of chips from the highest ends just under the newest i9s at costs of hundreds such as a https://uk.webuy.com/product-detail?id=scpuinti76900k&categoryName=processors-intel&superCatName=computing&title=intel-core-i7-6900k-%283.2ghz%29-lga2011 all the way down to utter pieces of shit which cost a fiver lol https://uk.webuy.com/product-detail?id=scpuinti79201a&categoryName=processors-intel&superCatName=computing&title=intel-core-i7-920-%282.66ghz%29-lga1366

Range of comparison when someone says "I have an i7"

https://cpu.userbenchmark.com/Compare/Intel-Core-i7-9700K-vs-Intel-Core-i7-Q-720/4030vsm140

Could literally fall anywhere on the spectrum from top end to bin liner.

my bad i meant the refresh where they brought out 6 core chips, 8th gen i think

just checked i7-8700

Awesome, ranked 29th fastest CPU according to Userbenchmark, that's a chip that's going to last you a long while yet as the core of any decent PC unless some massive changes to hardware surface. That's even in line with the couple of benchmarks of the Ryzen 5 3600 which have started to appear on there so you're not gonna be upgrading that unless your one explodes :D

I go for the thing that gets me the best performance in gaming. So it's been Nvidia for the past 10 years and probably for the next 10 years.

Yes. This scenario would have probably meant Huang as AMD's CEO and Intel buying ATI... so we could indeed be in the best of all possible worlds, I guess.