Not at all, here is the order in Power, Speed and Cooling capabilities:
1. Gigabyte Aorus GTX 1080 Ti Xtreme Edition
2. ASUS ROG-STRIX-GTX1080TI-O11G-GAMING GeForce 11GB OC Edition
3. ZOTAC GeForce® GTX 1080 Ti AMP Extreme
4. EVGA GeForce GTX 1080 Ti FTW3 GAMING, 11G-P4-6696-KR, 11GB GDDR5X, iCX Technology - 9 Thermal Sensors & RGB LED G/P/M
I have first 3 of list and others (included MSI) and I'd add Inno3D GeForce GTX 1080 Ti X4 Ultra as well - very fast in mining.
I can agree about Gigabyte and ZOTAC, but why there are now Palit SGS or GameRock Premium? They are really good.