Funny how board-vendors are churning out so much innovation into making a mid-range card look elite and sell well. But yes, it's a rat race and the reference cooler from NVidia, to me looks not very sufficient for people who would be buying these cards and OC'ing the hell out of them. eVGA and BFG Tech still sell high-clocked 9600 GT cards with reference PCB/cooler.
This card looks pretty, I like the black PCB and that they chose the chrome coloured cooler which would give this card an industrial look. It's time that more board vendors take to 1 GB memory as a USP instead of OC+better cooler. With the prices of memory on the fall, it would make a sweet (and relatively inexpensive) option of 1 GB memory.
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