i have seen lots of complaints about evga customer service of late. ill say it again. evga uses a reference pcb on all except ftw. the ftw is still using an inferior cooler and will not perform as high as the msi/asus/gigabyte.
Also. Yes the asus/msi/gigabyte vent the heat back into the case, but if you have a properly cooled case with lots of airflow that should not matter in the least. Yes, reference cards exhaust heat out of the case, but run much hotter and thus will not overclock as well as other coolers. typically run ~12-15c hotter and louder at that.
You can get a bad product from any company, there is always the chance of a bad product. I believe roughly 40% of reported DoA's are due to faulty handling/installation from the user or poor shipping.
So you can go with evga because of their "great customer service" which you shouldnt need if they sent you a working product in the first place. and get a louder/loudest card and hottest card with close to reference performance.
Or you could go with Asus and get the quietest cooler, lots of overclocking support and performance and great cooling. possible the pest if you can find the OC model
gigabyte to get a really great deal because they have a great cooler thats quiet and cool and costs the same price as reference. and overclocks well.
MSI PE that could possibly OC to 1250+ at stock everything, runs cool and quiet. and dusts itself out.
The choice is yours.
PS I feel i rag on evga too hard. their cards arent bad. it just doesnt make sense to buy an inferior product when you can get better for the same price.