People, even enthusiasts will hardly ever consider heat output when it comes to buying a high end card. 1. Because its more than likely they will change the stock cooler with water cooling or aftermarket GPU cooler.. 2. Mainstream users just aren't on their computer as much, I doubt they would even bother checking what AMD overdrive is and just trust the fact that their bundled computer system is perfect. So why do you always get into irrelevant debates when you post into an ATI related thread? And I don't see how you can be so sure with the references you hand out, do you own a gtx295/285/280/260? do you own an ati 4850/4870/4870x2?