Both the MSI and Gigabyte cards have had updated BIOSes since launch, with the MSI card running cooler, and the Gigabyte card quieter.
According to this they end up with roughly the same load temps now: http://www.tomshardware.com/reviews/...up,3655-4.html
I'm not sure what's going on with MSI noise in that article though - according to the TPU updated conclusion, noise is lower with the BIOS update. I have one myself, and despite being perceptive to fan noise, I can barely hear it over the system even when playing something like Crysis 3 in my Fractal R3 with stock fans.
If I remember, I might check what rpm the fans get to under load and compare them to the graphs at Tom's.