Okay, I may be wrong, but this would never happen with Nvidia's graphics cards. Why the hell is it taking so long for AMD's one flagship product to get a halfway decent cooling system? This is unacceptable to the point that I will not be buying an R9 290 even when the custom cooling comes out. I'm sorry AMD, but you missed your change to sell me on that. I've already bought a new card and you and your OEMs waited too long. The one thing that could have made you compete with Nvidia and it seems you've done everything in your power to sabotage it.
If AMD wasn't holding back OEMs, the coolers would probably be out already. Nvidia's cards certainly got custom cooling solutions early, and even if they didn't, at least Nvidia's cooler isn't a plastic turd with the worst fan ever designed in the history of mankind.