Sapphire Vapor-X has a great quiet cooler that addresses both the noise levels and temperature concerns of the reference card. Can be found for $460-500 on Newegg, Superbiiz, Amazon. NV has no card that can actually beat it besides the $600 MSI GTX680 Lightning.
Maybe people are just surprised that AMD has both the price/performance and the faster card this generation at the same time. That usually doesn't happen as the fastest card commands the highest price premium.
EDIT 4 people downrated me for stating facts? Must be upset NV fans who can't accept their camp lost the performance crown as shown by Xbitlabs.
HD7970 > 670
HD7970 GE > 680
Other professional reviewers agree:
1) TechReport -
http://techreport.com/articles.x/23150/11
2) Computerbase -
http://www.computerbase.d...test-grafikkarten-2012/3/
3) Sweclockers -
http://www.sweclockers.co...hertz-edition/17#pagehead
4) BitTech -
http://www.bit-tech.net/h...-3gb-ghz-edition-review/9
and
GTX670/680 are still good cards just not the fastest this generation.
AMD cards are actually "free" since they make $ on the side bit-coin mining. More pain for the Green camp who spent $500 on a 680 and it's slower vs. $0 for the 7970 GE.