I upgraded to an ASUS HD6970 when they were first released. I would have definitely bought an MSI brand if they had a Twin Frozr II version available at the time though.
I may end up going back to NVIDIA for graphics at the end of the year depending on what's available. I wouldn't mind having a pair of 560GTX Ti's over my single HD6970, but right now I can't justify spending the money for it.
Having 2nd hand experience with a GTX 460 twin frozr model in a friends computer, I must say that it is a wonderful piece of hardware. The build quality was quite nice and a welcome change from the stock HSF combo nvidia employs. I've always been a fan of MSI branded products and recommend them for my friends when they want a machine built.
Oh yeah, I'd love to win something nice to replace my old GTX 285
As far as how it looks, as long as the twin fans don't add to much to the noise factor and actually improve cooling I'm all for it. Great advertising idea behind the etching of the MSI logo into the heat vents on the back, are there LED's in the card to project the name?