The heat issues are not disastrous, as the card itself will run fine despite being hotter. If you live in a warm climate as I do, it may thermally throttle a bit, which doesn't make a huge difference unless you're doing something amazingly intensive. If you're worried about the heat still, (I do greatly recommend the 290x), I would suggest the NZXT Kraken G10, which adapts an Asetek AIO liquid cooler to fit a gpu, whihc I am using at the moment. The Kraken costs $39 here, and the cooler I'm using cost me $80. A fairly high cost to cool, but remember it has almost twice the TDP of a cpu and really deserves some decent cooling. Mine runs at ~40C on idle and ~60C on load.