If you read the pro reviews, what you'll end up with is a bunch of 1080's that all look slightly different, and have a few different options even though performance is pretty similar. Some like the aggressive looks of the PowerColor series, some want the service/support of Evga, some like the extra headers on the Asus or the coloring of the MSI.
You need to decide just what your personal needs/wants/aesthetics are, just what fits your build, what's on sale locally or online etc because each brand/model will have its own things that set it apart.
I've been a fan of Asus for more years than many have been alive, I've seen MSI rise from the Ashes, Gigabyte has always been strong, but nobody comes close to Evga's customer support.