I don't remember anything about noise being a problem in the original 290x review, he suggesting turning on 100% profile so the card doesn't throttle. Plus the open bench helps the fan stay quieter in a way. Basically by constantly pulling in fresh air(not hot stale air in a case) from a open environment, the card stays cooler and requires less fan speed. The smaller more enclosed the space something is, the higher it fan needs move to compensate for the warm air it is using to cool the heatsink.
This isn't about engineering as I am sure the card runs fine as long as the temperatures are cooler than 95Cs. Its a marketing question more than anything and AMD trying to put as positive a light on their cards as possibly while hoping people ignore other things.
They are testing if you give customers enough performance, will customer ignore noise warnings. Do customer care that these cards are being pushed to their limits for overclocking headroom. I.e if you pushed gtx 780 as hard as these cards, I am sure you would get a card faster than this and with Nvidia's cooler, it wouldn't be this noisy.
I have given this card praise for its value and been pretty negative of Nvidia recently if you read my post history.
If customers continue to ignore the heat and noise issue, it will just get worse and worse. From what i remember, x950's have been the sweet spot for performance and noise. This pushes in the opposite direction. If we continue to ignore the issue, it will just get worse and worse and worse. If both sides become like this and we get cards that have great performance because they are pushed to the max, but are so unbearably loud that everyone has to underclock or lower their fan profile, it has the potential to ruin consistency of cards and review performance.
I think the 290 can be a good card, a very good card, but i wouldn't touch a reference design and I am pretty sure this sentiment is shared more than a few reviewers.
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