SPCR

I am planning to build a new gaming/work PC soon (1440p 144Hz), so since GTX 1080/1080 Ti are no longer available the only choice seems to be RTX 270 (280 is too expensive and probably not necessary, I doubt that we will see something interesting requiring Raytracing in this generation).

According to the Guru3D review Asus Strix (Silent BIOS) and MSI Gaming Z both have 33 db in load and fans off in idle, and the same temperatures.
Is there any important difference between them?
Fan control? Build quality?

Also what's the difference between MSI Gaming, Gaming X and Gaming Z? Is it just the clock speed?
In my country currently Gaming X/Z are 50 EUR cheaper than Strix and Gaming is 40 EUR cheaper than X/Z.

I would take the MSI, on the RTX2070, the coolers and specially the fans are like the old gen, MSI fans are more pleasant sounding at the same rpms over Asus, now the new Asus fans are pretty good (mini eloops) but i yet to see one of those used on the 2070.