I'm an aftermarket guy so I say go MSI. You can't really beat them in performance and OC either. The anti-dust build up plus how quiet the cards run are always a bonus as well
Yeah, many people say their card has the best air cooling, if you own one, how well does the anti-dust thing owrk, I always say it as just spinning a fan the wrong way.
I'd say MSI, but if you're willing to stray from them a little, I highly recommend Zotac.
I owned an EVGA 560 Ti and it failed on me after a couple weeks, so I had Newegg send me a Zotac AMP! 560 Ti instead. Needless to say I've been using it ever since! Extremely high quality and low temperatures, while keeping solid performance.
Not sure if anyone else on here uses Zotac, but I definitely recommend them. Their customer support is fantastic as well! I had a question about my $20 rebate so I emailed them -- they emailed back no more than 1 hour later.