If you want the best performance / cooling / noise levels, wait for the aftermarket non-founders cards.
If you absolutely must have one now, or are planning to water cool, or have a case with really bad airflow (as the blower style will help), pick up a founders.
There are no differences between an Nvidia founders, an ASUS founders, an EVGA founders etc - they're all exactly the same cards in different boxes. The only reason to go for a specific brand is customer service / availability.
I would recommend EVGA for their customer service if you are going to pick an FE, otherwise just get which ever you can / is the cheapest.
However, if you can wait, the better non-FE cards are on their way.