I think XFX is pretty good as they have lifetime warranty on most of their cards. Palit also have lifetime warranty if you register the card, but I heard that their biuld quality feels cheap.
Personally I've never owned a MSI card, but the MSI x58 mobo I own is not very well designed and tended to overheat before I took apart the heatsinks and replaced them with new ones. So personally I have a bias against MSI, but I guess it varies with individuals.
Have you been living under a rock? XFX does not make Nvidia cards any more.