I haven't used any 770's but from experience of the direct CUii and MSI's twin frozr I would say they are very similar cooling solutions. It's almost down to looks and personal preference between the two. I used to favour Asus but I recently used 2x MSI cards using the twin frozr cooler and I was really impressed with them. As for the EVGA I can't comment because I've not used one, although from what I have heard EVGA have great customer support and warranties but I don't know about the cooling solution.