Actually, you have that backwards.
GTX 580 is a HORRIBLE choice, being the same price as two of its competitors.
GTX 570s die on stock voltage.
GTX 590 is a great card for the money, but needs non-reference coolers/water-cooling to take advantage of. Hence my title.
I heard that some non reference 570s are better than the reference ones.
The 580 was just a pure guess, but looking at reviews now, it is indeed horrible. I stand corrected.