It depends on what functions you want.
Different cards may have different functions. i.e the more expensive cards have TV-in. The premium ones may have TIVO.
Also, different card manufacturers will have different selection. I think ASUS usually have a smaller range as they tend to release "upper end" cards only - more expense but have more functions, more bundled software.
Some taiwanese brands would have large selection (and easily confuses consumers) - 128 or 256MB. TV-IN? DVI-out? Different memory speed? Different overclocking capabilities? Bundles old or crappy games and software.
it's up to you. You, as the consumer, have to decide what you want and what you are really to pay for.
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