Yes and no. How hot or cool a card runs is based on 2 things, the amount of energy being consumed, and the efficiency of the cooling. The TDP (thermal design power, or the max amount of heat it can dissipate) of the gtx770 is 230w, the TDP of a 7970 is 250w, so if they were both running at max, they would be releasing roughly the same amount of heat into your room, but one might be removing the heat at a quicker rate, resulting in a lower temp on the GPU (running "cooler").