I would go with evga, xfx, or BFG. They all are reliable products with good service. The only good thing I know about MSI is their motherboards which for the majority are good (except the conroe versions, they aren't that great).
The thing I don't like about evga is that their cards have a bland design and look boring (except the AS3 cooler versions, they look sleek and sexy IMO). BFG has the coolest name because I like doom and the BFG ****ing rocks (ooh, if there is ever a G90 the BFG 9000 series sounds awesome...) XFX has some cool design. They use to have some problems with the 6 series but they've done more then enough to make up for it.
But then again you won't see your heatsink in your case unless you got one of those weird cases where everything is upside down.