Gigabyte's cooler seems to be exactly the same as the one from the 970s, with the same crappy fans.
What's wrong with the Windforce fans? They are my favourite by far and I never ever had any major issues with any of them on dozens of cards (780 Ti, 750 Ti, 970).
The only issue I had was some fans on 780 Ti's slowing down because of dust but after cleaning they were perfect again.
They burn out. The coolers are pretty good, but the fans wear out after about a year of mining. They're small and use sleeve bearings. Pretty much all manuf. use sleeve bearings, sadly. It's weird you buy a $450 graphics card and they can't even spend the extra bit of money on a more exotic bearing type that lasts longer.
I think eVGA this time around has a double ball bearing, but I don't have one yet. You can usually tell if it has a ball bearing based on spinning the fan. If it sort of 'wobbles' back and forth into place after you spin it, it's probably a ball bearing.
Sometimes this is labeled on the sticker on the back of the fan as well, but not always (especially not with GPU fans).
In my experience it seems to be there is a correlation between the thickness of the fan (shaft length), diameter, and reliability. Thinner and smaller fans burn out faster then larger ones. The ones on the Asus 970s were pretty good. Gigabyte fans burn out quite fast, I've also had lots of problems with XFX back when I used AMD (they used very similar fans to Gigabyte), and Asus is now using a similar looking fan so I expect it to go after about a year.
Ball bearings you can almost always oil as you pop off the back sticker and there is a reservoir in back there. Sleeve bearings are usually sealed and it's next to impossible to open them, especially with GPU fans. If you need to oil your fans on a regular basis that probably means it's a junk fan to begin with. Cleaning fans helps. It seems as though Gigabyte fan blades gather dust faster then other types as well.