EVGA's Pascal cards were literally catching on fire at one point.
EVGA responded by sending out thermal pads to people, issuing a new BIOS with a more aggressive fan curve and eventually just plain replacing the affected models with FTW2 revisions. Personally, I've always thought that EVGA's coolers weren't that great. Most of the EVGA cards I've had have been pretty loud. The reason most people shill them so hard is because of their warranty service, but even that isn't so great for UK owners any more. They shut down their UK service centre, so now you have to ship the card all the way to Germany. Anecdotally, I've also found their email support to be pretty unhelpful and disinterested.
As for what's best right now, it's Asus without question. I really don't like Asus as a company either (and they're apparently bad for warranty service too), but they undisputably knocked it out of the park with their recent coolers. The Strix dominates everything in noise-normalised testing, but even the cheaper TUF models are better than almost anything else on the market.