Honestly the cooler on both does a very decent job cooling the card. Get whichever one is cheaper in your region. If they were the same price, I would go for the msi as it has slightly lower noise production than the strix, even though both of them are not particularly noisy. If you're going for an ITX system, the asus has the upper hand as you may not be able to fit the msi into your setup in terms of length and height.