Best performance is some hybrid with air and water cooling. But they need big cases and they can cause more complex maintanence.
If you are going to have just one GPU - get something with 2 or 3 fans.
If you have somewhat small case and you might add more GPUs in the future - you can get blower/reference design GPUs. They are rather bad with cooling, but they push the hot air outside of the case, which is good overal.
I stopped “waiting for the next one” a few years ago. I base it on, do I need it right now or not and if so then I get the best I can afford at the time…