If you aren't ready for custom water cooling, which would involve buying all the other parts, pump, reservoir, radiator, tubing, fittings, etc. You can also look into the Arctic Accelero Hybrid cooler. They released a few production cards with this cooler, but it has actually been around a lot longer.
The kit is expensive, but it really does a good job, and can really make the difference in cramped circumstances. (such as when you try to cram two triple slot cards into SLI)
How hot and how loud is under your control with the bios.
Heat is not such a big issue, the card is built to tolerate it.
Noise from the cooling fans is a different issue.
The R9-290 (not X) may not be what you want if heat and noise are important to you.
I expect Nvidia to counter with a competitive offering using their excellent titan cooler.
It would pay to compare both offerings.
My take is to spend my $ on a faster card in the first place instead of a bunch on cooling so I could OC.
I was looking at custom loops but since I have an h100i I decided against it and I heard that custom PCB/coolers wouldn't be avialible at launch. Is this true?
that seems to be the case for 290x, however Newegg already lists custom versions of 290 (non-X) from asus and gigabyte (with DC2 and windforce3 coolers), so who knows maybe amd allows custom 290s from the launch at the end of the month.