Here are some benchmarks on temperatures for MSI
http://www.guru3d.com/articles_pages..._review,9.html
As you can see it has 69C already on stock Core Clock and Memory Clock speeds. In order to run it cooler the reviewer pointed out that one has to boost up fan speed to 60%, which will make card also louder.
ASUS on the other hand runs 60C on stock Core Clock and Memory Clock speeds. Moreover, ASUS stock Core Clock and Memory Clock speeds are higher than MSI. That's like 9C difference without overclocking.
As I already mentioned my card never goes above 65C while overclocked to 2070 Mhz Core Clock and 8400 Mhz Memory Clock with 45% fan speed. Not only it keeps temperatures cool it is also quiet.
Just want to point out that before I purchased this GPU I was considering MSI, EVGA, Gigabyte, ASUS, Zotac. I did a lot of researching and came to conclusions that ASUS just meets all my requirements in the GPU:
1. Good overclocker (which btw any 1000 series does the same)
2. Cool temperatures
3. Good looking (IMHO, ASUS did the best job here on 1000 series GPU's. In other words, it is the only company that listened to consumers and made the GPU without any accent colors and made it pure black with RGB lighting)
4. Quiet