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All the HIS cards on Newegg were pretty overpriced last I saw... That MSI with the heatpipe cooler seemed to do nearly as well (or better) as the Sapphire Toxic cards or some of the HIS cards on reviews across the net and it's much cheaper ($125 after MIR), FWIW... Probably doesn't push the hot exhaust out the back as well as the HIS card does tho (kinda fans it out in every direction).
I own a Sapphire and a Gigabyte 4850, of the two I prefer the Gigabyte, it oc'es way higher and idles in the upper 30's. I can't say much about the noise because I have several fans that drown the video cards out.
If you like silence, you will freak when you hear how quiet the GFXChilla is, and shocked at how cool your GPU stays....of course performance might diminish somewhat when you start Crossfire-X ing these cards with this cooler....
Just something to think about....for me it was worth it since I bought a used 4850 on here for $110 and got this cooler. Running 690MHZ core/1143MHZ memory....idles @28C in my antec 900. Full load, it doesn't even get to 40C overclocked.