Oh I don't know. I just got done reading a controversy at tomshardware that was picked up by probably 30 other web news outlets that is based directly on the terrible cooler on the 290 series. And then, I see noise mentioned as a negative in 100% of every web review of the 290 series. And then practically every PC enthusiast forum has pages upon pages of people complaining about the noise and how they wouldn't consider a 290 series card because of noise. Says who? Indeed. Was all of this entirely, 100% preventable? Yes, it could have been prevented - No throttling, no noise complaints, no user experience complaints, no conspiracy theories about reviews at AT.. Preventable. Yes, yes it was. But wasn't.
But, let's forget all that. AMD is a victim here, right? I mean AMD didn't need to prevent all of this with a better design.
Measurements protocols must stick to reality wich is not always
the case for some reviews.
As an exemple THG place their microphone at 0.5 metre , about
1.5 ft, from the card obviously in open environment wich is never
the case (pun intended) in real life situation.
On the other hand Hardware.fr place the mike at 0.6 metre
from their reference casing that is closed , far more accurate
way of doing estimations that stick to real life conditions.
The results ? Well , all those noisy useless debates about
alleged deafening levels are torned apart , i will add that
if you double the distance from 0.6 to 1.2 metres the sound
pressure is reduced by 6dB and so on.
http://www.hardware.fr/articles/910-10/bruit-temperatures.html