The heat is directly related to the power consumption. Even if you have a card with custom cooling that can pull the heat away so fast the temps stay low on your GPU, the card still is creating the same amount of heat. It's just the better coolers pull it away and push it elsewhere, depending on the design.
Most custom coolers pull the heat off the chip and blow it in your case. If your case has good air flow, the heat is spread out and eventually pushed out of your case.
If your using a 250watt GPU, it generates heat in proportion. The better the cooler, the faster that heat is pulled off the chip and pushed elsewhere.
This means you can have a GPU that only uses 150watts have a higher on chip temperature that one that uses 250watt. That doesn't mean the 150watt chip is creating more heat, that just means the cooler on it is doing a worse job than the one on the 250watt chip.
So basically, the heat generated doesn't change much from reference 290x to triX. It's just the triX is way better at pulling the heat off the chip and dissipating it in your case. Spreading the heat out across a larger volume, it becomes easier to transferred out.
As for the gtx 480, no no.
There were plenty of vendor custom cooling options for starters but it never was able to shake its reputation. It was always known a hot power hog. Even though the later 480s had much much better thermals. The difference in that situation was nvidias action. They quickly respun the gf100 and rushed out a gtx 580.
The truth is that the gtx580 used about as much power as the 480. To its defense, it was a full chip though, nvidia was only able to manage cut down gf100s for their 400series. But the gtx580 still was a very power hungry card, its just that nvidia was able to keep it cool without it sounding like a plane taking off. There was also the 6970 which used more power than the 5870, so the situation didn't look nearly as bad.
Actually, the 580 stayed pretty cool and wasn't too loud. It addressed all the downfalls of the gtx480, the major complaints anyway.
The 480 was never able to shake its negative image. It's still referred to today, all the time. And it's remembered for being a hot, loud, power hog.