I just bought a EVGA GTX 480 with increased flow bracket and EVGA Back plate installed. Plus the conversion to a Super Clocked card was completed with a bios flash. I have had 3 GTX 480 and this card runs cooler because the back plate and bracket do work ( I would say a 5c difference). I have noticed a rush to the 570, 580, 6870 from this card. In the 6870's case I had a chance to try one and the ref cooler under load allows it to run at similar temps as my gtx 480 under extreme load. I also keep hearing how loud the cooler on the gtx 480 is but it's not any louder than the 6870's. I realize this card is a power hog but for me thats not a giant concern and it really doesn't run any hotter than the ref 6870 under load and it's fan is quieter if anything. So why is this card kicked to the side when it is a total beast? Like I said I have had three of them and really do have a hard time finding something bad about them. I also believe at 290 to 350.00 used these have to be the best deal outs. I'm not sure I would SLI but as a single card solution they are monsters. FYI with the same cpu in my system and at default this card stomps all over a overclocked 6870 and 5850, it isn't even close. This card does hit 90c during long term gaming with the fan at the default setting, but my 6870 hit in the upper 80c range as well and the fan got loud at 35 percent this fan isn't loud tell 70+ percent. Just wanted to throw this out here again to see what reaction it gets. I for one think the gtx 480 gets a bum rap.