They did indeed eff it up.
The ACX cooler is a pile of crap on the 760 - techpowerup's data clearly shows that the MSI Twin Frozr version is the best - it runs the quietest by far and is second only to the ASUS in terms of cooling (the ASUS has a slightly lower load temp), but I think that the extremely quiet operation of the MSI more than makes up for that.
The MSI version overclocked the best in their tests as well, although the EVGA version wasn't far behind, to be fair.
However, the EVGA is deafeningly loud, and idle/load temps are pretty high.
Noise:
MSI = 25dbA idle / 27dbA load
ASUS = 25dbA idle / 33dbA load
Gigabyte = 27dbA idle / 34dbA load
EVGA = 26dbA idle / 38 dbA load
Temps:
MSI = 29C idle / 69C load / 70C overclocked load
ASUS = 29C idle / 68C load / 74C overclocked load
Gigabyte = 36C idle / 68C load / 70C overclocked load
EVGA = 33C idle / 72C load / 76C overclocked load
As you can see, the MSI version wins pretty much everywhere.