Makes sense.
1. I only care about the single fastest arch. At release it was 7970 and now it is 7970 ghz.
2. I don't want cf or sli.
3. Arctic gets better temps, thus enabling good com while being in audible at 100%. I don't think any other custom cooling is in audible at 100%. Besides, I get to buy at the day of release when no other card is available, and in India we only get reference cards for the most part anyway.
4. Honestly whether it costs 100 bucks more or less doesn't matter to me as much. I care that it is in audible at 100% and cools better than any custom cooling. The only deal breaker would be a better overclocker which I can't get in India anyway while retaining the above.
5. If I get out of the box 1100-1200 with 0 audible noise I would go for it if I were buying a new card. But otherwise I would stick to reference plus external cooling