AMD cope a lot of flak for the 7970 series as well, their reference cooler is "barely" enough and noisy. The answer has always been: 1) Deal with it and game with headphones, awesome perf for price, noise is the trade-off 2) Water cool and OC further! 3) Don't buy reference cards DUH! So many custom varieties end up from all the AIBs. 4) Buy NV.
Update: Based on your feedback, I took the IceQ X2 cooler off the HIS Radeon R9 280X and stuck it on our R9 290 sample. Cooling was dramatically improved. The FurMark stress test maxed out at 76 degrees while the card never exceeded 63 degrees in Crysis 3 and Battlefield 4. So it seems as expected the board partners will be able to solve the heat issues of the reference card.
Along with looking great against AMD's own lineup, the R9 290 holds strong against Nvidia, which is now charging $330 for the GTX 770 and $500 for the GTX 780. The R9 290 is 21% pricier and 29% faster than the former as well as 20% cheaper and 8% quicker than the latter, offering the best value of any $300 to $500+ graphics card available right now -- and enough performance to play Battlefield 4 on ultra quality at 2560x1600."
Source: TechSpot Score 95/100.
TL,DR: There is a temperature drop from 95*C to 63*C with a HIS IceQ cooler after a basic swap.
Once after-market R9 290s come out and NV's game bundle runs out, 780 will need a $100 price cut. With Mantle API hitting BF4, Thief and Star Citizen, NV's cards will only become more disadvantaged.
R9 290's Battlefield 4 performance is already above Titan without Mantle.
NV will likely counter with a 780 Ghz edition at $499 knowing how much they hate dropping prices and they'll try to justify it with TXAA, PhysX, 3D Vision, G-Sync, etc.
770 4GB also needs an $80 price drop from $389.