That depends a little on what you plan to do with it and the system it is going in.
FE cards are the superior choice when it comes to blower style coolers. Good for small form factor cases that don't have a lot of fans.
3rd party coolers are likely to have better temperatures in a case with adequate airflow.
3rd party PCBs may offer better overclocking, but that isn't too likely to be significant.
If you plan to water cool, you can grab the cheapest cards that have the reference PCB. Those will be the cards with the non FE blower style cooler.
Really only something to look at purchasing if your monitor is at least QHD or higher, or that you plan on getting such a monitor.