I can't comment on the wider market, but bought an
MSI GTX970 last week. You can see the
thread here that goes on to detail the pain I went through trying to get Windows to recognise the card - most of the trouble was going up blind alleys wondering if I had plugged everything in properly and I'm still not 100% sure why it finally worked, but in terms of actual time in front of the PC it was probably only two to three hours of tweaking, swapping cables around and downloading software, but spread over three annoying sessions. Reading around the internet, I don't think my problems were unique to MSI but possibly to 970s across various manufacturers.
It feels like a sturdily constructed card and, not that this counts for anything, was beautifully packaged. Performance is as good as I hoped and potentially better than I have yet had time to realise - I don't bother with benchmark tests and just look at the performance it actually delivers. I just chose MSI as the card got good write-ups and most competitor cards within a couple of pounds anyway. Truthfully, I'm not sure it particularly matters which one you buy. If you are unlucky enough to get a card that fails, you will never buy that brand again, but otherwise I don't think you will really see much differences between the big brands.
I would agree that it's work spending a bit more for a card that's built to be quiet and cool, but again, can't quantify how much of that translates in to a real world difference and how much is marketing .