My MSI 4090 is literally silent at idle or when doing video editing. If it’s making any noise when gaming/simming, I can’t hear it over the game/sim. 
But I think that’s probably the case with most of the 4090s cards – they were designed for 600W of power and the card only uses up to 450 (unless overclocked), so the fans never have to run very fast to keep things cool given the massive heat sinks.
Asus TUF was going to be my first choice (for a silly reason – ARGB coordination with my Asus Z790 motherboard!), but it sold out immediately on NewEgg, so I went MSI and I’m very happy with it.
I’m heard enough grumbles about Gigabyte support over the years that I don’t go that route anymore, but they might be better now. I actually like the look of Zotac best, but nope, not going there.