I've long wondered why individuals specifically worry so much about the actual temps of the IC.
		
		
	 
MrK6 you are confusing heat/noise and power consumption.  A card can be hotter and louder and consume less power - 4890, 4850, 4870 - because they have less efficient air coolers. I would only care about power consumption 
IF the card also ran hotter and louder. Let's address the 3 key issues of higher power consumption: (1) Cost of electricity (2) Noise (3) Heat.  As far as I am concerned, when I build a computer system for gaming,  power consumption is ONLY relevant when it impacts temperatures and  noise. 
(1) The 
cost of electricity is so low, it's irrelevant for *me*. If a person games for 3 hours per day 365 days a year, at 15 cents per kW, that amounts to just $14.80/year extra, while getting framerates 60%+ faster than say a single 4870. So stating that a single 4870 runs 90-100W cooler at load in regard to electricity cost is insignificant for anyone who enjoys gaming. Besides, 4870 consumes just 50-60W less than the 470 not 100W. 
http://www.hardwarecanucks.com/foru...s/30321-nvidia-geforce-gtx-470-review-29.html
354 vs. 306W from link below.
So Evo8 and MrK6, you guys are are running your Quads overclocked, and  yet arguing about power consumption of a videocard, while running CPUs  that consumes 80-100W more power overclocked....But yet you guys are  doing it because the temperature permits it, and don't care about the additional electricity costs!
(2) 
Temperature - lower the temps of my computer components is far more important than the extra 90W power consumption difference. If I cared about power consumption, why would I overclock the i7 @ 3.9ghz? That's easily adding another 100W of power. Why didn't I go higher than 3.9? Not because of power consumption, but because of additional temperatures.
If a 4890 is running at 55*C and my GTX470 is idling at just 38-43*C, why is a lower idling card 
not better? IDC, a card with higher idling temps will have heat spots on  it which will result in rising case temperatures, plain and simple. In addition, it will dump much hotter air into the case because it isn't able to exhaust it fast enough into the room. 
(3)
 Noise - As a result of #2, videocards tend to also run at higher fan speeds to curb the additional heat. Again, 4870/4890/4850 run at much higher idle temps, while I can lower the fan speed of the 470 to just 32 percent and get < 40*C temps - 
http://www.hardwarecanucks.com/foru...65-sapphire-radeon-hd-4890-1gb-review-21.html
At load, 4870 and 4850 series were hardly cooler than the 470, and 
both ran much hotter at idle. Again, 470 doesn't run any hotter than 275/280/285 did either at load or at idle.
It's pretty obvious from Zotac AMP! 480 that a better cooler makes all the difference and suddenly power consumption is a non-issue for Fermi cards - 27*C drop at load: 
http://hothardware.com/Reviews/Zotac-GTX-480-Amp-Edition/?page=14
It's just a shame that NV shipped 470/480 cards with such poor air coolers.
Here is another way to think about power consumption - Evo8, Idontcare and MrK6 - would you choose a watercooled GTX480 or an air cooled 5870? 
If power consumption is a concern, you'd never choose the water cooled 480 

 This is why I personally believe temperature and noise are ultimately the most important factors, not power consumption.