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The issue for me is that the 1060 has 6gb. So I think that 4gb (matching the last gen 970) will become the bare minimum rather than the norm. But the £80 gap on the msi card is silly. I think that price is inflated due to low availability and that price hopefully will stabilise quite a bit lower than that.
I have powercolor PCS+ 290 and the thing is a beast - I've been able hit 1150 easily - I'm looking at snagging powercolor 480 soon - slight upgrade and more memory....as I don't think we've seen 480 completely stretch its legs yet
Doesn't make much sense as an upgrade, there's hardly anything between them in DX11 so you'd only really see gains in DX12.