Tradesman1 :
Having a high pre OC on a card has nothing to do with the quality or design of the card, many of the manufacturers run through a tiered line of cards that are based on the binning of the chips to so they can offer a large variety of pre OCs (EVGA has been doing this for years. Asus generally releases a single non-reference model (based on their CU cooling design at a slight pre OC...they then often release higher end end cards like the Strix and Matrix models which normally stress more on noise and cooling. Also the lower clocks on the CU don't mean a whole lot as their cards all seem to OC very well, my Asus 780s do, and in fact I've heard Jacknaylorpe refer a number of times to get large OCs on his formula build with his Asus 780s in SLI
Having a low factory OC is certainly an indicator of what the manufacturer thought the card was capable of doing based upon the componentry and design they provided. And, you failed to address the major point of the post being the differences in componentry and the differences and how each card is fabricated and cooled. Better power supply, more phases, better power delivery, better caps, better chokes, and better cooling of those components all lead to a card which performs better, performs quieter, takes more OC and lastly better survives the abuse we throw at it.
Why is it that you mentioned the 780s I used but conveniently left out the how and why I got those OCs ..... my cards are water cooled.... thereby eliminating much the the component deficiencies detailed in the bit-tech article. I added thermal pads, and TIM and water cooling to overcome many of these deficiencies. You also left out the fact that MSI retooled their 780 design with the Gaming series resulting in different construction between the 1st 780s and 2nd series. I bought my 780s when MSI had their 1st design out, Since the newer design surfaced, I have bought nothing but MSI.
The MSI Gaming series doesn't compete with the limited edition Matrix....MSI makes the Hawk and Lightning series in that arena. The DCII is the direct competitor to the Gaming series and the Strix has the DCII cooler... as for the claim is a higher end card then the DCII, you do realize that the 970 Strix manages a meager 2% improvement over the stock 970.... I'd hardly call that "hi end" .
http://www.techpowerup.com/reviews/ASUS/GTX_970_STRIX_OC/25.html
As very clearly detailed in the bit tech article, and which you conveniently failed to address despite it being the primary focus of the post you're responding to , MSI uses superior quality components ..... choke, caps and power delivery, etc and cools them better which is why MSI consistently outperforms Asus on air.
http://www.bit-tech.net/hardware/graphics/2014/09/19/nvidia-geforce-gtx-970-review/14
Here ....Asus comes in behind the MSI with MSI having better power supply, better power delivery, more power phases, better components, higher OC, more heat pipes, it has memory cooling Asus doesn't, it's shorter and has independent fan control
http://www.guru3d.com/articles_pages/asus_geforce_gtx_970_strix_review,26.html
http://www.guru3d.com/articles_pages/msi_geforce_gtx_970_gaming_review,26.html
Here Asus comes in last before and after overclocking again starting with 1114 Core / 1253 Boost / 7000 MHz memory to start and overclocking to 1264 / 1443 / 8002. MSI tops Asus again comes in last again starting with 1140 Core / 1279 Boost / 7000 MHz memory to start overclocking to 1325 / 1501 / 8002.
http://www.techpowerup.com/reviews/ASUS/GTX_780_Ti_Direct_Cu_II_OC/29.html
http://www.techpowerup.com/reviews/MSI/GTX_780_Ti_Gaming/29.html
Here again , MSI scores a 9.9 rating, overclocks to 1090 MHz Core and 1970 MHz on memory, reaches 153.4 fps in BF3 all while keeping noise at 30 dbA. Asus trails behind across the board with a 9.4 rating, 1070 MHz / 1910 MHz, 152.6 fps and is almost twice as loud at 39 dbA.
The quality of the card depends upon the components it's made from. Since the Asus 670 DCII Top, Asus has not produced a winner. MSI clearly is using better components and is cooling them better; this is not disputable.
An 8 pin connector is not equal to 8 + 6 pin
A 6 + 1 design does not equal a 6 + 1 design
Two 100 mm independently controlled fans using multiple thermal sensors is better than two 92mm with 1 sensor
Having thermal pads / plate on PCB memory is better than not having them
Having thermal pads / plate on memory MOFSETS is better than not having them
Having direct memory cooling is better than not having it
As a result of the above, the MSI card is able to run cooler and with more stability leading to higher overclocks, quieter performance and longer expected longevity. The temp measurements are real and the overclocking results have been published. It's a clear win across the board. To borrow aline from "A Knight's Tale", the Asus card "has been weighed, it has been measured, and it has been found wanting." Placing a logo on it that matches your avatar won't change the physical construction of the respective boards.