If buying a new one I would go with the new Nvidia 1060 or 1070 unless 4k gaming is important to you then drop the coin for a 1080. I wouldn't bother buying a last gen card but you are probably fine if you already have one. My desktop is running a 980ti and it's doing a nice job running my 1440p monitor so I wont be buying one for it, My new laptop has a 1070 in it and it drives the 1080p 120 Hz Gsync panel extremely well. BF 4 is pegged at 120fps on ultra.
Manufacturer? You'll need to compare reviews for details on the specific card, i.e. how is the cooling or is it too loud. Nobody owns the market. Some reviews focus on overclocking for ranking by maximum frame rate.
In general I like EVGA, mostly due to their reputation and warranty. However, they aren't automatically the best.
So a co-worker of mine just got an MSI 1060. I can't find which model exactly and he is traveling to Asia for the next 2 weeks, so I can't really ask him.
But anyway, he is super picky about noise, and the card he got doesn't even run the fans at idle. When it does kick in he said it is nothing near as loud as the 680 with a blower type fan he had before.
I don't think any of the 1070 series can go fanless at idle. So as long as you aren't looking to go past 1080p resolution those might be something to look at if noise is a concern.
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