Like the ASUS card, the GTX 970 Gaming 4G features a semi-passive mode, which it calls Zero Frozr. It's something MSI first brought to the market in 2008 (it's keen to clarify that it hasn't copied the ASUS Strix cards here). The temperature cut-off points are similar to the ASUS card – between 60 and 65°C, the fans will spin up; once the GPU drops to about 50°C, they're no longer needed. This carries benefits for noise production, efficiency and fan lifespan.
Another feature is called Hybrid Frozr, and this refers to the ability to control both fans independently. Enabling this functionality is a six-pin fan header on the PCB. In automatic mode, one fan is controlled by the GPU temperature while the other is controlled by temeprature measurement ICs dotted around the PCB. MSI claims it can result in a 1.9dB(A) noise reduction, and also offers users the ability to control the two fans independently using its Gaming App.