Depends, reference are usually good for going cheap or watercooling and manually overclocking. AIB are good for plug and play, better coolers, fans etc. The difference this time round is the reference cards have a horrible output selection. Perfectly fine if you use 1 or even 2 monitors but if you use 3 then you've been using Displayport, reference cards don't have 3 of them. Mixing outputs with multi monitors is never the best thing so a lot of people with multi monitors will be going AIB to get those 3 DP outputs.