EVGA is known for their good service. They however have not been known for their heatsink designs or board designs. Let's give credit where credit is due and criticism where well placed. EVGA 970s design is weaker relatively to competitors and likely this way due to cost savings but they are still functional (and not necessarily bad or the worst) plus you'll still get EVGAs good service.
EVGA has always been overrated in my opinion...like you said their GPU board designs have never been that innovative...slapping an ACX cooler on their cards is the extent of their custom designs...they've always gotten a pass because of their Step Up program which makes buying from them a high value proposition