I have used MSI's 980, Asus's 970, and the G1.
I went with gigabytes after OCing them all.
#1 they Idle almost silently, not quite on the level as the Asus cards, but pretty close.
#2 they overclock like beasts, I got a 1500Core/7200Memory on all 3 cards I have used (1 friends unit, and the 2 I have in SLI)
#3 they have by FAR the best cooling, expect <65c under load.