The only dislikes of the previous gen MSI cards were that they didn't have a backplate where Asus cards had.
...and that seems to be mainly contained to the 970 and 980s because, both 290 and 390 series Radeons and the 980 Ti MSI GAMING cards came with a backplate. I do think that as far as AMD GPUs are concerned that MSI does a really good job. If I were to get a 1080, I would probably stick to that philosophy, it has worked out pretty well for me.
For what it's worth, the reference 290/390 design had waterblocks almost immediately for it but eventually EK came out with a block for the 390(X) MSI GAMING custom design. So while I didn't have the option initially, I do have the option now. So I think going with the reference (founders edition,) mainly benefits those who want water cooling immediately. Also, different custom designs have different flaws, I would rather see how each vendor fared after release as opposed to just jumping on something before there are any reviews to compare and contrast. I chose the 390 GAMING because it seemed to me to be the strongest 390 option at the time but, I wouldn't have known that if I didn't have reviews to look at before hand.
tl;dr: So if I were to be considering a 1080, I would say that I would wait to see how they all fared before making a decision. About the only thing we know is that the 1070 and 1080 will be fast, the question is how much faster or reliable will each different 1070 or 1080 be? To me, that's an important question to have answered.
I just keep it 
