I'll agree with J_e_d_70; GPU noice can be an aweful experience. It's definitely something that should be reasearched before making a purchase. I think unksol has been lucky and never ended up with a "hair dryer" in his case. The worst I've ever read about were the reference GTX 470 and 480.
Anyway, I've only read good things about the HIS IceQ Radeon cards. They do look a bit weird, kind of like a motor cycle chain guard(as one article mentioned). But the design really works well. It draws air from both sides of the blower (kind of hard to see in pics).
I'll also have to check out the DirectCUII design as mention by mclovits.
And I see there are several reviews of the IceQ 7870 on youtube:http://www.youtube.com/watch?v=UkOZhwutP-o