+400$ is not for me this go around, after a couple mediocre Kingpins and Premium 3090Ti I think I will stick with a base model
Look at this comparison for some more info https://youtu.be/4-HmGCjYYFA
 

KarmNelis
These reviewers don't understand the craftsmanship of AIB partners while following whatever trend to cherish the memory of EVGA for whatever reason such as blaming Nvidia.
Each advantage in minor details makes AIB competitive in an international stage. Of course there are some AIB just do shady works on certain products.  
This is why Strix stands out selling over $3000 each. It almost feels like a steal when bought at $2,000 at launch. 

This is enthusiasm to an unhealthy degree.

kougar

KarmNelis
It has premium machined cooling plate with zero scratches.

It's so premium that ASUS couldn't be bothered to adjust it for the z-height on the VRAM, so instead ASUS just slapped extra-thick thermal pads on the memory instead. Which means ASUS 4080/4090 cards have 4090 FE temperature levels. Not only that, but ASUS doesn't even bother with thermal pads at all on part of the VRM compared to cheapo cards from other vendors. This results in the ASUS 4090's having a memory temp 12c above cards that cost $100-300 less and a warmer card. https://www.youtube.com/watch?v=FCF2qLZl-c8
 
The real irony here is the 4090 TUF uses a vapor chamber cooler and still has equal or worse temps than the Gigabyte Gaming OC which does not. ASUS simply half-assed its design, there's nothing premium about it. They simply charge more for the brand. 

Strix is the premium. TUF is the budget. They are made differently.
Just check the fans peed then you will know some Gigabyte cards are cranking up the fan to do the job. They are the loudest. That's not a premium.  

There's so little difference between all of the 4090's that my advice is to just buy the one that you like for whatever reasons.  If you are an OC'er and don't want to flash a bios, pick one with a 600w bios.  Otherwise that doesn't even matter as they can all be flashed except for the FE (but it is 600w already).
 
Cooling isn't even nearly as important as 30 series.  The 2Gb GDDR6x chips don't like to be under 40C anyway and will actually lose some stability if they are.  So memory cooling isn't even important as long as temps are reasonable (under 80C).  And the cards are much more memory bottlenecked so core clock doesn't even buy you much.  2 or 3 bins from better cooling does next to nothing.  Just enough to inch up your 3DMark scores, but that's about it.