Which GTX 1070 to get

Solution
like mcnmpty said, it's more personal.

I personally love EVGA. They make wonderful cards with very high clock speeds and a solid reputation of reliability and warranty.

iamacow

Admirable
If money isn't an issue than get the Strix, otherwise EVGA because the software is the best for tweaking the overclock. MSI is in the middle and has no coil whine but kinda ugly and bulky. while gigabyte has the worst on the list with high coil whine that bugs the hell out of me. I wish I held out for anything else.
 
The MSI is the best performing in terms of thermals, followed by the Asus for performance and great cooling (only here due to poor QC), the EVGA, Zotac and G1 Gaming.
All perform very well though, and the cooling is great on all of the above mentioned.
One that doesn't get as much publicity as it should is the Gainward 1080, as it features a quirky design, but has great cooling despite this. A great choice if you want to save some cash.

I had an MSI Gaming X 1080 in my rig for a while, before putting it up for sale as an open box at my store, and swapping it out for a FTW GTX 1080 which i'm using currently to test out. (I always test each bit of hardware that comes through my shop in order to check for faulty shipments.)
Very happy with it so far, and the RGB lighting is very vibrant, although this is not present on the SC.