the reference r290 cooler is a little loud, but i'd take loud over slow. It can be made quiet with some good TIM and fan curve tweaks. For crossfire i would avoid. I can't see a reason to corssfire an r290 unless your running higher than 1440p res or 3 1080p monitors and still want ultra detail settings. If its dual cards you want i would then lean towards nvidias cards, cooler, quieter, less power hungry, better drivers for dual cards. but the 770 is a fair amount slower than the 290. I would just take a faster single card, been there and done that with dual cards, both nvidia and amd, single fast card is always smoother and less buggy and allows you to enjoy gaming even if the absolute max fps is less than a dual card setup