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As absolute performance between each card is pretty similar (within a few unnoticeable percent from each other), I would recommend either the PowerColor or MSI custom cards based on their superior cooler designs.
Between these two then, the MSI card may have a slight edge in cooler efficiency; but with the differences between them so close, I would lean towards recommending PowerColor's Red Devil in order to help support a more diverse ecosystem of component manufacturers.
-outlw