The MSI GeForce GTX 1060 Gaming X Plus is a great card. It has room for some overclocking, the TwinFrozr cooler keeps the card cool in both stock and overclocked configurations and performs well out of the box.
So in the details that matter when someone is deciding what manufacturer to go with, the Gaming X+ really stands out. MSI even included the cutest comic book to show people how to install their video card
Many other custom GTX 1080 Ti designs use a similar cooling solution, but almost all of them are more expensive than MSI’s Armor... Buy it for a high-refresh 1080p or 1440p monitor — you won’t be disappointed.
If you are looking for an ITX card for that SFF build, I wouldn’t look much further than the MSI GTX 1070 Aero ITX 8G OC. It has the small size needed, quiet fan, and performance you’d expect out of a GTX 1070 of any size.