I always used to buy the cheapest model like I do with CPUs - buy the cheapest one and overclock it. But then I found that I also needed to buy custom coolers myself, void the warranty, and even the overclocking itself voided the warranty on cards such as sapphire, as well as having to flash them to Asus or MSI bioses to allow higher overclocks.
Why bother with all that when the MSI / Asus just cost around an extra £10, come with the better cooler, unlocked overclock limits, voltage tweak that is still covered by the warranty, plus the warranty is 3 years? gigabyte dont officially support overclocking, but they dont void your warranty if you do it so that is also fine. I'd rather buy a card that is so good that I never want to take the stock cooler off in the first place, as is the case with these great MSI cards.
The last straw was when I bought my Sapphire 5770s - I found out that 'Sapphire do not support or allow overclocking or modification of their cards, and no posts are to be made about this on the forums', and then when they (and several othe ATI AIBs) started rolling their own custom designs, they actually started removing the voltage tweak chip!. Apparantly they say that most of their RMAs are from overclocked or modified cards, when none of my cards have ever broke from doing either of those (I even use antistatic gloves).
Now with these Nvidia cards, everything that I have completely advises against buying the palits - what they did was that they provided higher quality cards to reviewers, and then cut down the retail version. The basic version of the Palit 460 uses a worse than reference cooler - The reference cooler is a smaller version of the MSI cyclone with heatpipes, wheras palit just slapped on a large black aluminium heatsink with a fan on top. The temperature results I saw, while acceptable, were too high, plus there were complaints about whining fan noise and the overclocks they are managing were rubbish.
I am actually too scared to even remove the heatsinks on my MSIs just to replace the stock paste, in case I make them worse than they currently are. Thats how good they are, and thats what I want to be buying. With the sapphire 5770s, I lost like 8-10 degrees by replacing the stock paste, and that voids the warranty when the only time I had a graphics card fail was because it was overheating.