I have never purchased any Asus GPU (I buy Galax, Reference and EVGA only or, at least used to) but yes, admittedly both the TUF and Strix are best in class for the PCB's and actual parts placed onto the PCB. There might be situations where other vendors have decided to try and one-up Asus on the TUF and Strix but in their particular tiers, across the past 8 years they are the boards to beat in their price class. Cost is a separate factor but the TUF is usually, almost always, the one you should pick in a blind test.
That depends entirely what you want out of a GPU.
If you just want a card to run at default settings and pretty much install and forget.... why does picking an ASUS help?
Pretty much any 4080 or 4090 for example will perform within 5% of each other. The days of the top-tier OC models adding anything apporaching worth the added cost are long gone.
Even when it comes to overclocking... it seems most cards have little in the tank.
And again, comes down to what people care about in a GPU.
Some folks will really value balls-to-the-wall overclocking... so maybe ASUS is best for that?
But what about those of us like me that just want utter silence? Well, the ASUS strix in current lineup appears to have the quitest cooler.... but also lottery chance of coil-whine.
Apparently, the Zotac cards have less reports of whine....
It really has got to a point where id take a louder cooler over coil-whine. Whats the point of a cooler being quiet if the void is filled with an annoying buzzing.
Ill take air whooosch over buzzing...
And with a card that has little/no whine, at least you could throw a water block on it and reduce noise that way.
With coil-whine, basically nothing you can do. Try your luck with an RMA or return the card...