Comps always be blowing up, and manufacturers' margins keep getting thinner, so they often make desperate choices. Warranty periods are going up though, that's one thing the Strix cards have going for them. I definitely don't like the noisier 3-fan coolers on everything, and all the LEDs, (RGB or otherwise) that I wind up disabling or putting tape over.
I went from an ASUS GTX780OC to a MSI GTX1070 Gaming X. Not really a necessary upgrade, but I want eet. While the 1070 won't do 2GHz on stock voltage, at 1950MHz or so the big fans only spin at about 700rpm to keep the core below 67C, making it hella quiet. Fans stop and start very quietly. If I was upgrading from something weaker I would be looking at the MSI GTX 1060 6GB Gaming X, give that a shot if you like Nvidia cards. Whatever GTX 1000 GPU you get, see if Asus, MSI, and the other big names have vbios revisions for them. Most cards use Micron VRAM now instead of Samsung, but the Micron doesn't overclock much without the vbios update. I don't think Zotac has VBIOS updates for their cards, which is why I didn't buy one.
Buildzoid really loved his RX 480 GTR until he murdered it, so if you want Radeon I would look closely at it. I think he has done a fair number of RX480 PCB breakdowns on his youtube channel, ActuallyHardCoreOverclocking. I wouldn't touch anything with 3 fans unless your gaming room has a high noise floor. RX 470s probably use the same PCBs and might be a better value, but might not quite have enough muscle for you.
AMD rebrands coming in the rumour mill, if you know what specific SKUs you are interested in now and want to wait, set price alerts on pcparkpicker and see if the prices drop before or after release. It's probably not going to make much of a difference, so if you can't have fun now, buy now.
With any Nvidia card, I use nvidiainspector to overclock and fiddle with things. A few clicks in task manager and it runs from boot, so you don't need to use an OC utility. One mark against MSI's stuff now is the Gaming App vs afterburner thing, you can really only use one. I use nvidiainspector and a neat tool from github to disable or change the LEDs. Far more of a "set and forget" affair than afterburner and the like, imo.