when choosing the brand normally people will look into warranty and customer support. heard that EVGA is one of nvidia beast board partner right now. on the cooler part many reviews said that even with stock cooler the cards running cool and quite. on tom's review both version of 460 end up cooler than 5770 both in idle and load (but still depending on how good your case air flow)
http://www.tomshardware.com/reviews/geforce-gtx-460-gf104-fermi,2684-13.html