ASUS GTX970 VS PNY GTX970

Hi, I am looking into purchasing a new GPU to replace my old AMD ones. 

I am looking at these two:

ASUS DC2 OC:
https://www.dustin.se/product/5010800872/dc2-oc

And  PNY XLR8 OC:
https://www.dustin.se/product/5010887454/xlr8-oc

Are both reference cards? The PNY seems so but the ASUS??

Just checking what would be the best deal..