So you can see why we're annoyed that AMD couldn't be assed to try and put a decent stock cooler on it .
Really, though, I wonder why. The 7990 reference cooler is damn good. And that dissipates more heat than the 290x produces. Money I suppose? But honestly, if they had put that cooler on and tacked another 20 bucks onto the sale price it would be a fantastic buy IMO.