The palit game rock (=gainward phoenix) offers a lot of performance for it's price. It's a huge and heavy card with a massive cooler. It offers a very good factory OC and good further oc capabilities. It's a bit louder then other cards though.
The MSI gtx 1070 gaming X 8g (my choice) should boost to ~1950mhz, but you can easily bring it up to ~2050mhz without problems.
It's also very quiet, even if you increase the fan speed. It's a good card and you should be able to find one for about $430 with watch dogs 2 included.
A reasonable alternative is the Asus gtx 1070 strix. Nothing wrong here. Good clocks, good cooling.
EVGA cards had many problems lately due to overheating voltage Controllers. Apparently a bios update fixed that by increasing fan speed, but that also increased the noise. Newer cards should come with preapplied thermal pads, but I still think it's best to skip EVGA this time around.
Gigabyte was a bit disappointing this time around too (best 9xx cards imo). The gigabyte 1070 g1 is power limited, because they only build in one 8 pin connector. STILL if you don't want to oc yourself you won't run into power limitations and it should also boost to about 1900+ mhz on factory settings.
Later gigabyte realesed the gaming 1070 xtreme which may be one of the best 1070s out there again, but for a premium price (at least in Europe the card is ~70 more expensive then the competition).
Zotacs amp extreme cards also seem to hold up this time around.
... or just disable the annoying things of Aero.
