Get non reference also called after market cooler. While every 280x is amd companies like ASUS EVGA MSI put custom coolers on them. The reference cards of amds r9's run VERY hot so I strongly suggest getting AM cooler for 10-20 bucks extra they drop temps by at least 20 degrees. (For example my friend whose computer I built has a 270x reference can hit 85-90 degrees on reference card but with gigabyte cooler doesnt pass 50 degrees). Cooler temps allows for over clocking, keeps case temp cooler, less noise, etc. The best AM coolers are EVGA ACX cooler (plus evga customer service is amazing), ASUS DU 2, MSI twin froster, and gigabyte windforce. Almost always with non reference the company OC the card a bit for you.