Why some GTX 1070 more expensive than others?

I'm looking at getting the NVIDIA GTX 1070 and am kind of overwhelmed with the different choices. There is one selling for under $400, and others are nearly $500 all from the same site. Do you get what you pay if you get a more expensive model? Will I regret getting the cheapest one?

Gaming X hands down if you want great peformance / temp / silence ratio.

And yes if you pay extra for water cooling you're getting the best IMO.

basically the higher the cost the higher the clockrates, has better cooling and or has been binned.

@04dcarraher: Or an ITX version.

Can you offer some suggestions about which to get if you want as quiet as possible, but still fast without spending too much? I can see slightly different clockrates, but is the main difference software or the fans they attach since aren't they all the same card? Here are the ones I'm looking at:

GIGABYTE GeForce GTX 1070 DirectX 12 GV-N1070G1 GAMING-8GD Video Card

MSI GeForce GTX 1070 DirectX 12 GTX 1070 GAMING X 8G Video Card

EVGA GeForce GTX 1070 SC GAMING ACX 3.0, 08G-P4-6173-KR, 8GB GDDR5, LED, DX12 OSD Support (PXOC)

My motherboard is the Gigabyte Z68P-DS3

MSI gaming X is very good for the price/cooling

You can get the Gaming Z if you want to be extra cool (like me).

Thank you!