Or you can go for the GTX570, which has a stock vapor chamber cooler that was used as custom cooling on several last generation cards. Custom coolers will vent heat inside the case. On a GTX460, they increase case temperatures by ~4c. On a much hotter 6970, which pushes operating temperatures towards the 90c range, the impact on case temperatures will be much greater than 4c. Custom coolers trade off lower GPU temps for higher case temps.