This. Temps don't matter. The 260 was always quiet and never made my room uncomfortable. The 470 couldn't be heard in games, but the amount of heat thrown out compares to a hair dryer. It went back for a 460 that's even cooler than the 260 was.
My 470 stays under 60c and it has a stock cooler. It is however really damn loud when the fan spins up.