MSI is busy working on in-house designs of the latest graphics cards from Nvidia and AMD, although you'll have to wait until Q1 of next year to get your hands on one of these cards. The first in-house desing will be an 8800 GT based card, although the PCB will follow the reference design, but it will feature a new low-noise cooler.
MSI's cooler will have two U shaped heapipes which faces each other and a center mounted fan. It will produce around 35dBA of noise which is apparently some 15dBA less than the reference cooler. The good news is that this card will still have a single slot cooling solution, something a lot of people will like. The cooling efficiency has also been improved, although only be a few degrees, but it's better than nothing.
We didn't get much info about the 3850/3870 products, but again, they won't be out until some time in the first quarter of 2008.
Published in Graphics
MSI working on in-house 8800 GT design
3850/3870 as well