People aren't really understanding why AMD uses the reference cooler that they do. Sure, the thing is loud and doesn't cool as well as a Gigabyte Windforce (similar to this accelero extreme cooler), but those are the general drawbacks of the blower design. The reason the blower design is used is because no matter how big or small the case is, as long as it has a full-height PCIe slot, the card can be used because it exhausts the hot air out of the case instead of into it. That means that it can be used by literally anyone, their levels of comfort may vary, but they can use it without melting the innards of their computers. Not everyone has a masive 24x24x9 case with 4 120mm fans like I do. Most people use a Mid-Tower or smaller. If you're running two of these in a Mid-Tower case without blower fans, you better have some high-performance air movers, otherwise you can forget about overclocking that unlocked CPU of yours. AMD had a working blower cooling solution so they used it, knowing full well that the third-party makers would make their own designs as well.