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In short you get what you pay for.
I have 1st hand experience of this with the GTX970
I did have the Inno 3d and it was hot (80c+ without any OC), loud, coil whine central with a little bit of a bend to the PCB for the cherry on top.
Now I could have just had a bad one as I'm sure they have sold loads of Inno 3d cards without any issue.
I RMA'd the Inno and spent the extra £40 getting the ASUS Strix which I think is one of the best PC related decisions I have made.
The ASUS 1st of all looks amazing (Window case is now on my wish list)
The Build quality looks brilliant, It runs cool (max 54c so far OC'd 1500 core)
Its as quiet on load as the Inno was on idle and that's 100% honest.
It does however have the faintest of coil whine still but this is only audible with the side panel of my case off at high FPS not like the Inno which sounded similar to my other halfs "electric toothbrush" in my ear with the side panel on.
So in my opinion I'd say definitely worth spending the extra.
Oh and definitely buy from OCUK as their customer service I received in handling the Inno RMA was 2nd to none, they will also price match any in stock GTX 9xx price so no excuse lol!
Hope that helps
54c max load? Mine can shoot up to 76c (though it usually sits at 70-73c) in very demanding scenarios (1512mhz core)... Also, there's some electronic buzzing under heavy load but it's not really obtrusive unless you open the case and put your ear a bit closer. Other than that, the ASUS is good. Nice build quality.
Yes 54c is the highest I have seen I have no reason to lie and that was after firestrike bench and a little go on bf4. msi afterburner could be getting incorrect readings of course.
Edit*******
As much proof as I can give to back up what I said without anybody being in the room with me.
This Is just after one loop of firestrike
Before
After
The temp may well increase above this and I fully expect it too after a lenghty gaming session but this what it is after 1 loop.
I went for the gigabyte G1 970s, build quality is excellent & I've been very impressed with performance.
No coil whine from either card & Overclock well, although I'm yet to really push them hard I've had 1350 core & 2000 memory
Amatsubo did you get any accessories with your Strix? I got nothing not even a SLI bridge or any adaptors of any kind. Literally just the card and a driver cd.