nvidia , like ATI , sell reference cards to their partners who slap stickers on them and sell them as branded products .
Some of the reference coolers are marginal . Like the original single slot 8800gt cooler which was good for frying eggs but not so great for cooling hot electronics .
Others have been OK , but often an exercise in cost cutting .
Read a review of the card you are looking at and see if its running at decent temps , and if other non-reference designs are cooler