I prefer Sapphire as well. The AMD products I've used have been Sapphire and I've enjoyed them. The one AMD card I got last wasn't Sapphire because it was on sale, and man was it incredibly loud. Comparing it to my new 970 would be like comparing the sound of a running electric car next to an F-16 ready for take off. Sapphire is great and never had an issue with their cooling of AMD cards.