Well I (pre)ordered both cards, as in the EVGA GTX 780 Classified as the MSI GTX 780 Lightning (2 cards of each for SLI).
The reason for (pre)ordering both brands is plain and simple...
I currently own 2x EVGA GTX 780 SC ACX videocards (in SLI), however I had to wait almost 2 months (!) before I received those cards! And yes this was after the release date. Probably it's because I live in Europe and I ordered through an official EVGA reseller (in their list of "Where to buy"), however 2 months is really to long.
That's why I put in orders for both brands (MSI and EVGA) and the brand which will deliver the cards the fastest to my address are the ones I intend to keep. This way I will have bigger and better chance to receive something faster, or at least faster than the previous 2 months of waiting.
Apparently production ques are slow and I don't know if it's only EVGA or with others, as in MSI, as well.
However I do understand that the Classified / Lightning are cherry- / hand-picked so waiting time would probably be a bit longer, however 2 months of waiting for the ACX-cards was a little to much imho.
On a sidenote; I really do hope that the EVGA cards will be here faster than the MSI ones.