C'mon, the 6990 is a beast, I know that it's better for a card to run cooler and quiter, but somehow the 6990 and the GTX 480 fascinate me. The people over at AMD and NVIDIA knew that these cards run hot and are power hungry, but they set a milestone, by showing what can be accomplished in that particular year, which is also the main reasons why I love flagship cards. Think of them as muscle cars - you know that they will be loud and very uneconomical, but it doesn't stop people from buying them, does it? Anyway, when it comes to the HD 6990, the price is right, you're just not the right customer if you think otherwise.