Plenty of non-reference design 7970 allow voltage control and various programs to be used.
Heres one I used earlier- http://forums.overclockers.co.uk/showthread.php?p=24145098
Yes it does come with a non-reference cooler
You said we should suggest reference cards, as these only come complete from AMD including their own reference design cooler, its implying a stock reference AMD card such as this - http://www.amd.com/us/products/desktop/graphics/7000/7970ghz/Pages/radeon-7970GHz.aspx
Why? Why do you think its defined as PCB + cooler? PCB alone isnt a card? Selling a 7970 with a block wouldnt be selling a graphics card?