The price of graphics cards from MSI. Is it worth it to overpay? And also, is the 1080ti relevant in 2019 in 2k resolution?

Question

MSI

Question for those who have dealt with video cards from MSI and compared them with other representatives. Obviously, MSI graphics cards are more expensive. I'm very interested in your opinion, is there really something to pay for? Or is it still better to consider "less loud" video card manufacturers and not overpay?
I now have a GTX970 just from MSI, and there were no questions about it (except perhaps for those mysterious 500mb), but it is already outdated. I was going to take 1080ti and saw that it is much more expensive compared to ASUS or Gigabyte.
And do you think it's even relevant to buy a 1080ti today? Or is it better to save up to 2080ti?
Just do not share links to videos from YouTube, I have already seen them) I'm interested in the opinion of ordinary people.