I wonder what the total saving on getting a flashed card over an apple card is?
What would the break down be? If you factor in extras needed plus the cost of your time?
The cost is perhaps one of the less important reasons for flashing a card. It's not only a matter of principles, but there are also a couple of people who enjoy playing around with electronic devices (including me) therefor this can be considered as a hobby. There are not much occasions to fiddle about the hardware in Apple computers, and this is one of the rare situations where the work can lead to something very useful...
For me, it's a few things.
Cost is not really the huge factor. For me, it's knowing I can go and find alternate cards to work in the Mac Pro, so I'm not entirely locked into Apple. Yeah, it would be hard to find a non-apple power supply to fix the Mac Pro if it broke, but for things like ram, video cards, processors, etc, its nice to know I have other alternatives if I need them/want. If I wanted an upgraded card in 3 years, but Apple stopped selling cards that worked in the Mac Pro, at least I may have alternatives available to me.
The other factor is the fact that I may not want to be 'locked in'. If I bought an Apple 4870, I may not be able to ever use it in anything other than the Mac Pro. Here, I have a 4870 in my Mac Pro that works great for me now. But if I do want to build a dedicated gaming computer at a later date, I can reflash and put it in a PC. That may not be an option with the Apple 4870, you'd have to find a PC rom that is compatible with the Apple 4870 hardware.
Yeah, there are some drawbacks. For instance, the issue with this is Dual Link DVI doesn't work on both ports and no analog signals. Well, that's not entirely a big deal. If I don't need analog (which I don't) or a mini DisplayPort connection, this proves actually to be better for me.
With the Apple 4870, if you want to drive 2 Dual Link monitors (2 30" monitors) you would need to also buy the mini DisplayPort to Dual Link adapter for $99. That makes the card all that more expensive. Heck, even to drive 2 DVI monitors, you need to spend another $29 on an adapter to get you from mini DisplayPort to DVI. I'd probably rather take that $99 and invest a little more and buy another video card, such as the 2600XT or NV120 (if it is proven to work in the older Mac Pro's)
Then there is what macz1 said. It's about enjoying playing around with electronics and seeing what you can do. Granted, I haven't taken it as far as others with this card such as hacking roms and bulding my own roms (although I am willing to learn how to do that, and have done that with other things). There's also this small little guilty pleasure you get when you are able to make something work the way it wasn't intended to work. This is why (some) people build Hackintoshes. I've done it. But just to play around. I wouldn't do it for anything other than for fun. I own a Mac Pro, Macbook Pro, and iMac. I built a Hackintosh before Intel macs were available. I bought a Mac Pro as my first Intel Mac as soon as they were available.
And then it's also availability. Much like when the 8800 GT was announced/launched, the 4870 isn't readily available. I can't just walk in an Apple store today and get a 4870. So, we find alternatives. To tell you the truth, if Apple had the 4870 in the store in a reasonable amount of time, I would have just paid the premium and got it from Apple. But they still aren't available in the store, or even online outside of ordering them in a new Mac Pro. This is the reason I now have a flashed 4870 and a flashed 8800 GT. Well, along with all of the other reasons above.