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Just thought I'd have a play with the card again before I sent it back and was looking for anything else that may be different to the review cards.
And lo and behold, there is.
On the Guru3d review the card shown has a large black heatsink covering the voltage regulators, shown here:
And here in the Techspot review:
However, the card I received from retail...
No voltage cooling what so ever...
So who knows what else they've changed!
Got my card today and its exactly like yours - crappy black alloy cooler, no heatpipes and no voltage cooling.
I didn't even bother installing it. For that money its going back.