Pure performance is not everything. Nowadays, modern graphics cards are more limited by power, heat, and noise than anything else, and the R9 290X certainly cannot impress here. We measured typical gaming power consumption in the 240W-250W range, which is a good deal higher than the GTX Titan (210W) or GTX 690 (230W). Non-gaming power consumption is very high, too, and higher than previous products from AMD, far beyond what NVIDIA has to offer. Blu-ray power consumption, for example, is 78W! Comparable NVIDIA cards handle Blu-ray tasks with under 20W. Multi-monitor power consumption is similar, negatively affecting office users with multiple screens.
With such high power consumption, it comes as no surprise that the card ends up being quite noisy too. While I could describe the "Quiet" BIOS as "acceptable" given performance, the "Uber" BIOS just is not something you could seriously use every day. AMD picked a scorching 94°C temperature target for their card, which shows that they are aware of the noise issues, but couldn't do much about it. It looks to me like the card was initially designed to operate with what is now called the "Uber" BIOS, but AMD then realized that the card was simply too noisy and added the "Quiet" BIOS option. The new PowerTune will do its best at keeping the card from overheating by clocking it down, which results in reduced performance. In "Quiet" mode, the card will basically always sit at the temperature limit, hoping for 3D load in-game to go down so it can increase clocks again. Short benchmark runs will show impressive numbers while the card is cool, though. Once you start gaming for extended periods of time, the card will get progressively slower as it heats up, and you'll be hit with a 30% performance penalty in the long run. We then made sure the card was at constantly realistic long-term-use temperatures for our benchmarks. AMD does give you some dials in Catalyst Control Center to adjust PowerTune, but you can really only make it noisier. AMD should have invested some time and money into developing their own high-end cooler, like NVIDIA did for the GTX Titan. The noise figures of this reference card only go on to show that AMD should urgently allow its board partners to launch cards with non-reference air coolers that can handle the heat at saner noise levels.