GTX 660 vs HD 7870. Which one is better?

Just wondering what graphics card people like better. Because I'm planning on putting one of these two graphic cards in my new pc build. Thanks for anyone who can help. :)

GTX 660 or GTX 660 TI?

You can compare benchmarks here:

http://www.anandtech.com/bench/Product/548?vs=660

Just the 660. But which one would you recommend, the gtx 660 or hd 7870? 

It's kind of hard to say. Just giving a cursory glance at these anandtech benchmarks, I'd say the GTX 660, but when you look a little closer you can see that the GTX 660 does so well in BF3 because it's using FX Anti-Aliasing, which is an Nvidia technology anyway. Although, now that I look a little closer, the GTX 660 is still 8fps ahead of the 7870 using MSAA. I would personally probably just go with the GTX 660 for raw performance from looking at these benchmarks, but I might have to look up some more involved reviews to make an ultimate decision on it.

Unless you use applications frequently that take advantage or will moslty be playing PhysX games I'd pick the 7870

That is a good point there^^^ Well the gtx 660 is cheaper (by only about $10) but when I looked at the benchmarks on anandtech. The hd 7870 was only doing better in some of the games by only about 2-8 fps. Then you look at the bf3 results and the gtx 660 kills the hd 7870 by about 13 fps. I'm probably going to go with the gtx 660 because it's got a lower power consumption then the hd 7870. It's cheaper, it's got technologies like adaptive v-sync and gpu-boost, FXAA and MSAA and it's also got CUDA and Physx that support games like Borderlands 2 and Batman Arkham City, and a few other games. Im not sure which one I'll chose, but im going towards the Nvidia side. But could you look up some more reviews on these two cards please. Thanks for this much appreciated! :)