Second the motion to stay away from MSI, that was a dirty trick and you cant treat your customers like that, you know its bad when Nvidia steps in and tells a company to stop something.
EVGA is fantastic for their warranty support, and I have heard they are the best to deal with if your card does happen to die inside warranty.
However, i would really recommend a non-reference card, as the better cooling will result in lower temps, which may prolong the life of the card. Generally speaking though, a card should be fine when used under normal conditions and shouldn't just stop working regardless of whether it is non reference or not. Sticking to a good brand such as EVGA, ASUS, Gigabyte etc is more important. However, if noise is an issue, the reference design cards are significantly louder, so for quietness go a non reference card.
Also, your power supply can be a factor in the life of your card. A cheap, no name PSU that does not adequately regulate voltage can damage the card over the long term, so getting a good PSU is important. Some people even get whats known as a UPS to protect them from 'dirty power', power outages or surges, which also are notorious for damaging components.