Really, if I was buying GTX 770 right now, I would go for the Asus DirectCU OC. All custom components, a backplate, the quietest cooler, and a nice factory overclock. The second, and more expensive option, would be the MSI Lighning, just because they really trick that thing out, but due to inherent limits Nvidia places on overclocking, it's ultimately not worth it. I would throw in the Gigabyte Windforce x3 to the mix as a wild card.