http://www.bit-tech.net/hardware/graphics/2013/10/28/is-the-amd-radeon-r9-290x-too-hot/
I think all this noise and heat talk is overblown, every time I see numbers the 780 isn't actually far off the 290X.
So what can we conclude from all this? Well, the situation may not look great for the AMD R9 290X but bear in mind just how extreme a situation it was facing. You'd be mad to run a card of its calibre in such an airflow restricted environment. That said, it's probably conceivable that a case such as this with a solid side panel (a window for instance) and with a couple of hard drives would start to restrict things enough that you may see a performance hit of 1-2fps when used for prolonged periods. Either that or you put up with the extra noise.
It's possible you'd also encounter a degree of performance throttling when running the cards in Crossfire (sadly we don't yet have two cards to test this), even in a larger, better ventilated case, due to the proximity of the cards restricting airflow. Though based on our evidence this would be true of the GTX 780 too, to a certain degree.
I think all this noise and heat talk is overblown, every time I see numbers the 780 isn't actually far off the 290X.