I've got mine running perfectly with Win 8.1 fast boot/secure boot. However it did take a bit of messing around to do so.
Firstly, the latest BIOS on the board helps, which is F16.
Secondly, Windows 8 must be installed in UEFI mode, with your boot drive in GPT format instead of MBR. If your boot drive is still in MBR format, you won't get it to work properly no matter how hard you try, it's a requirement.
Thirdly, in the BIOS, OS type needs to be set to Windows 8 WHQL, fast boot to enabled, and secure boot to custom. Then go in and install the default keys.
And lastly, the option for 'CSM' in the BIOS is quite important. To get the full benefit from fast boot, CSM must be disabled, but disabling it means your GPU also has to have a 'GOP' BIOS which a lot of them don't have by default (if any). I had to go to MSI's forum where one was posted, then I flashed the updated BIOS to my card with nvflash.
Boot loops would indicate to me that one of these things hasn't been done.
All in all, it's tricky enough to set up and the benefit isn't ground breaking. That being said, secure boot is a good thing, and fast boot is noticeable if it's set up correctly. With fast boot and secure boot enabled, from the POST screen to the windows desktop fully loaded takes just 4 seconds on my machine. Not that I care that much since I don't restart that often, but still it's nice that it's so fast when I do.