1 build gpu choice

All of the cards are incredibly close in performance, only the overclock may vary between them. In my opinion the MSI card would be the best, it has a nice look to it and has some nice MSI apps that can help with overclocking and what not. If you are against MSI then the Asus Strix is also brilliant.
 
My personal choice would be the 970 strix but I may be bias towards asus, it seems a good card with good cooling/quiet fans from reviews I've read, All the 970's have the same base with different cooling/ software applications so I assume it's down to personal preference to the software layout you like
Hope that helps somewhat