First off I would like to state I am not getting a new gpu soon as in next week but in the next couple months, if I even go with the 7970. My choice will be based on how I cool the gpu. I am not here to discuss what gpu to get but how to cool a 7970 very quietly in the 25 - 30db area. Preferable around 25 db. I am going to use tpu review db levels for reference. I do plan on keeping this card for a few years too, but I would like easy upgradablility. Air cooling: Looking at different brands pre installed air coolers I have not been satisfied with what I have seen for the 7970. So I have been looking at getting a reference 7970 and getting an aftermarket cooler like the ARCTIC COOLING ACCEL-X-7970. ARCTIC COOLING ACCEL-X-7970 Fluid Dynamic Accelero... Or maybe even a cheaper but equally effective and quiet. Space is not an issue for me although I do have a mid tower. I am pretty sure this would fit. Water cooling: I would love to do water cooling because... it is water cooling. Water cooling is very quiet but also much more expensive. That is my biggest concern is price. If I were to go water cooling I would probably want a universal gpu block for easy upgrading. I have never done water cooling and am unsure of what rad mm amount I would need. I did find this. https://imgur.com/a/fUWD7 As this is really only gpu water cooling I could also do an amd red mod with an antec 620 or 920 and ram sinks. This seems to have given a lot of people good result. No one has seemed to try with a 7970 though. I am partial to this idea because it is cheaper, gpu universal, and quiet. http://www.overclock.net/t/1203636/official-amd-ati-gpu-mod-club-aka-the-red-mod Edit: Went to full watercooling january 2013.