All GTX970 cards will have some sort of fan control. You can implement your own strategy too if you want.
There is always a trade off between cooling and noise. A graphics card is built to tolerate a certain amount of heat. Some cards manage this by deliberately trying to run at 80-85c all the time. I think on balance it is not much of an issue unless a card is annoyingly loud when not much is going on.
The guts of a GTX970 generally come from the same source, namely nvidia. The customization or the coolers and the factory overclocks are individual, and as such, they are touted for marketing purpose.
Yes, I suppose I am a EVGA fan. Their warranty is often a touch better, and they have a good usa based support forum.
Again, on motherboards, the important part, the chipset, is supplied by Intel for the intel motherboards of which I am more familiar.
I would not hesitate to buy ASUS, Gigabyte, MSI or even ECH which is less well known.
If there is a particular relevant feature that you need, then buy that one.
You might want wifi for instance, cf/sli capability, Intel lan, or whatever.
If you are a competitive overclocker, then you want a premium motherboard. Perhaps one capable of using ln2 cooling. Otherwise, a mid priced motherboard will be the best value.
If price is not that important, then buy the best.
I tend to do that and find that I have less regrets than when I buy cheap.