Are you gonna overclock? If not, its really a matter of warranty and price. Also, some cards are quieter, but at stock voltages and clocks they all pretty much the same also the companies that boast higher clocks out of the factory really have no impact, its only like a maximum of 7% performance increase. it takes more than a 100Mhz boost to achieve noticeable gains. and in regards to reference cards, they just dont have the better cooling solutions, but they tend to work better in sli and crossfire.