Definately, it'll just be "strange" to see a Sapphire box sporting an nVidia logo on it... Actually I can't wait! They might bring some uber hottness to the table, who knows?
I think anything like this is good for the consumer as now both nvidia and ati will compete to keep Sapphire branding their cards and will have to offer something a little better than each other so things will keep getting better and hopefully cheaper for us. Competition = better for customer ... right ???