One thing nobody seems to notice is how the MSI one has a bigger fan (100mm) than the ASUS one this time around. For some reason the Asus one comes with a 80mm fan. That's something odd to me.
The ASUS GeForce GTX 770 DirectCU II OC has two 80mm cooling fans for doubled airflow.
* This is a step back from the GTX 670 and GTX 680 which used 90 or 92mm PWM fans.
The MSI GeForce GTX 770 Gaming features two 100mm (10cm) fans and the Twin Frozr IV GPU cooler that has 5 copper heat pipes.
^ 4-5dB difference on load
Also see http://us.hardware.info/reviews/4440/42/nvidia-geforce-gtx-770-review-incl-3-way-sli-and-frametimes-cooling-and-noise-asusmsizotac
If you can afford it I would go for the GTX 770 Lightning though, which also has the Twin Frozr IV with 100mm fans PLUS dual BIOS & GPU Reactor (stabilizes voltage).
edit: also the Lightning comes with 12phase VRM, V-check points (Gaming one doesn't) , backplate (Gaming one doesn't), and the ASUS only has 3 heatpipes.Edited by AlphaC - 5/31/13 at 8:27am