Lol thats true, my 2500k is indeed overclocked quite a bit, but i got a massive Noctua cooler on it & its near silent (using the fans in silent mode). But still, i never had my GPU cooler than my gpu under load except wkth this gen. I only upgrade my GPU once every 3 years (hence justifying the $400), so really impressed with the performance & temp of the GTX 670 compared to my previous Radeon 5870.

Also its a gigabyte OC windforce version, so the cooler is'nt stock. Wonder how cool the video cards will be 3 years from now?
Just one thing, they DID give us a performance advantage in relation to the demands of the market. A GTX 670 manhandles any game thats out now without breaking a sweat (@ 1920x1200 & under resolution, & according to Steam survey 98.5% of users are using that resolution or less). So why would they focus on making a super uber graphics thats loud instead of an uber graphics card thats silent? The former would've been a waste & ignoring the market completely.