Kitguru have already reviewed this card and the cooler keeps it under 70C. I know a lot of happy sapphire customers without any complaint for the coolers and I know that the MSI Twin Frozr coolers are some of the best around (due to owning a twin frozr 3 and 4 card)
Also the card doesn't come with a backplate, and although similar, the 280x toxic edition's cooler is a bit different to this and IMO a lot nicer looking.