I'm afraid you missed my point. I referenced the Tom's article showing the temps and noise as an EXAMPLE of what a custom cooled R9 290(X) might be capable of. I didn't say the answer to the current reference R9 290(X) was to buy THAT exact cooler.
Frankly, I think anyone but water-cooling...
Considering the temps/fan noise Tom's Hardware was getting with the R9 290 with an Arctic Accelero Xtreme III cooler, those buying the GTX780Ti at $700 will probably want an 80 gallon drum of the stuff:
http://www.tomshardware.com/reviews/radeon-r9-290-review-benchmark,3659-19.html
I'm dying...
Well, while we're at it, for putting only 3GB of ram on a newly released $700 flagship video card, fuck nVidia.
I'm not going to bend over and give Jen Hsun $700 for a video card that has 1GB less video memory than a $400 AMD card, but you can go right ahead and be my guest.
IMHO, the 780 and 780Ti are already obsolete for 4K gaming, coming with only 3GB of memory. There are already situations where this is holding back the cards.
With the custom cooled R 290 and R9 290X cards coming out at the end of November, the crossfire issues mostly resolved on R9 290(X)...
For what it's worth as an anecdote, I have a single slot 'reference' 4850 card kicking around (many of us know how hot that card ran) that was used by a friend as a primary gaming card since September of 2008, and for most of that time, in a case with less-than-ideal cooling. He finally upgraded...