In this case, there is no real reason to pay more for the MSI Twin Frozr. The Gigabyte card has nearly identical features: custom Windforce cooler (vs. Twin Frozr III), Ultra-Durable components (vs. Military Class components), and an identical factory overclock. The Gigabyte Windforce cards in this generation have been great values, often selling for the same price as reference models.
The other issue that we see on these forums a lot is the impact of marketing and collective reasoning. It's often just standard procedure to recommend Asus, MSI, EVGA and/or Gigabyte over similar offerings from Galaxy, Zotac, Palit, or Sparkle. Sometimes, there's a good reason to recommend the old standbys, but often a real review of the card's specs and features will reveal that the standard responses aren't always the better options.