i have inno3d (yeah yeah i know, i don't like em much either), the I-chill, i don't like the brand that much due to past experiences but i have to say that the ichill is great.
i run bf3 on ultra and most of the time i hit 49-50deg, sometimes it reaches 55c, compare that to my old 560Ti twin frozr that runs at 60+ on the same game. it's not noisy either, i just dont like the pcb color, but the rest are nice, you can even remove the heatsink fins for easy cleaning