This 4090 (and I guess other GPUs too) situation is annoying.
It'd be so nice if you could buy one of the top models from whichever brand and know that while you're paying extra you're getting good cooling, quiet fans and very little chance of coil whine. If you buy the cheaper models or cheaper brands you take your chances that one or more of those won't be so good. A compromise.
But this situation where even the top models from the good brands might not cool the VRAM or whatever well, might have coil whine and might have noisey fans just makes it so hard trying to decide what to get.
I think I've narrowed it down to either the Gigabyte Gaming OC 4090 or the MSI SUPRIM X 4090 but I'm not sure there's a clear winner.
I've been reading this thread in the hopes it might sway me one way or the other, but it doesn't seem to have.
I've had both. In my opinion;
Looks/Build quality: Suprim
Coil Whine: Present on both, Gigabyte lower.
Fans: Suprim
Warranty: Gigabyte (4 vs 3 years)
Packaging/accessories: Suprim