Cooler designs vary and some GPUs may have a mild overclock. So if you wanted a vapor chamber or liquid cooling for your GPU, then it might be worth it to spend extra. Or if you wanted RGB/no RGB. Or maybe you want a white GPU to match your white motherboard.

Dont know if this is still a thing, but the Strix series of cards have/had hand picked chips that are/were guaranteed to overclock better than the average GPU of the same type. But Asus has done a lot of fucked up shit in recent years so I’d advise avoiding that brand.

Honestly, though. It doesn’t really matter what GPU you get. They all generally can reach the same clock speeds, regardless of whether or not they have a factory OC. Furthermore, it’s not 2010s AMD anymore; even on the cheapest cards, the coolers are designed to adequately cool the GPU.

Personally I just buy whatever’s affordable/available.