I usually buy cards with the future in mind and that usually means the possibility for a dual card setup. Blower cards are always better for multi-card builds.
Modern blower cards perform basically the same as non-reference cards, have less parts to go wrong, are a more proven design, and are not nearly as loud as people make it seem. I can't even hear my 660ti's even at 60% fan speed. Over time they prove to be more reliable as well.