GTX 970 - Gigabyte vs MSI vs ASUS

It depends on what you'll do. If you care about overclocking, MSI will do better, because ASUS has locked voltage controll. But without overclocking ASUS Strix will run cooler and will make less noise; ASUS cards are also better if you want to make a SLI. Keep in mind that there have been coil whine issues reports for MSI cards.