I’ve been such an ATi fan after owning an FIC-branded 9700 that was flashed to a Pro and went bad in the first year or so. I was ~13 years old, called up ATi and told them the situation, I was honest that I had flashed the bios, and asked if there was anything they could do. They sent me an ATi branded 9700 Pro.
First company to do me a solid like that and I’ve stuck around since.