Atomic Playboy
Lifer
I just got my GTX 680 (EVGA reference card) installed this weekend, and it is much quieter than my 5870 (XFX reference card) was. Can't compare it to the 7970 as I haven't heard one of those, but the 680 runs quiet. Granted, I haven't really put it through its paces yet; a marathon session of Skyrim or BF3 might crank the fan into overdrive. But the same is going to be true of the 7970 (especially if overclocking either one).