Agreed 100%. Also, if you can afford it look at the factory overclocked cards from eVGA or BFG. They are faster than what you can achieve by overclocking yourself, and they have better and quieter coolers.
Between Asus and MSI, to be honest, I don't know... Maybe walk to another store that lets you choose between BFG and eVGA and XFX
Don't really know about GTS cards but in comparative reviews of 8800 GTX flavors these three were usually on top.