Investors are finally coming around to ATI Technologies ( ATYT), but the company's believers argue there was no reason to leave in the first place. Despite its recent struggles -- including a $103 million loss in its latest quarter, which ATI reported Thursday -- ATI has maintained a leading share of the graphics-chip market, industry analysts say. The company's problems were largely short term in nature, and the company appears poised to maintain share going forward, they argue. Archrival Nvidia ( NVDA) "has been looking better to investors than ATI ... they haven't suffered the travails that ATI has," says Jon Peddie, an industry analyst and founder of Jon Peddie Research. "But that doesn't mean that ATI is a failure. They've suffered setbacks, but they're still strong players." The market seems convinced. Although the stock is still down 37% this year, it has risen 36% since bottoming out in August. And despite reporting its big loss Thursday morning, the company's stock closed regular trading for the day up 94 cents, or 7%, to $14.20, as the company's outlook for the current quarter came in above expectations. Indeed, it's the notion that expectations have gotten so low that the company doesn't need to do much for investors to start bidding the stock back up, says one buy-side analyst, who asked not to be named. "They don't need to trade places with Nvidia, they need to stop shooting themselves in the foot," says the analyst, whose firm bought the stock amid its recent lows -- and has since seen a greater than 10% return. "It's been a nicely moving stock when a lot of things were not working. Longer term, they're certainly well-positioned." A first big step in turning around the "poor man's Nvidia" perception happened earlier this week, when ATI finally released its new line of high-end chips. ATI had delayed the launch of the Radeon x1000 line for months, falling behind Nvidia, which launched its own new high-end chip line earlier this year.