The press is what AMD don't seem to understand, every self respecting large company has a team of experts who know their market and its press inside out, its their job to look at a product and find fault before the press do.
What are those guys at AMD doing? are they actually working for Nvidia?
95c, Holy #### the press got all their Christmases and birthdays in one go. how AMD didn't see this coming is astonishing.
In any-case, they had a pretty decent cooler ready in the form of the 7990 cooler, nothing wrong with it and it would have done a much better job of cooling it.
They went through the time and expense of designing a brand-new shroud. wasted, to keep costs down just stick with what you already have and know works.
You do understand that the 7990 cooler wouldn't actually fit on the pcb itself, it's too big, it's also designed for two gpu's and can't directly fit on to it.
The 7990 isn't going in any(or not many) OEM builds, it's too big, too power hungry and too expensive. The 290x will go in many, guys like Dell ask for blower fans, it's how they want them, it's why Nvidia do them as well.
Flat out Titan's cooler sucks compared to third party also, that is just how it is. If Dell, who order by the 1000's want something, they get it, it doesn't matter how stupid it is, they ask, they get, done, end of.
Blower fans ARE CRAP, it's as simple as that. A "good" blower fan is rated at, at max speed 10-12cfm, a small one like on gpu's is likely rated AT MAX speed, 7-8cfm. The fans on something like the IceQ are likely rated at 30-40cfm on low speed and could easily push 100cfm with the noise levels blowers can at max.
The lump of metal on a 290x is fine, the lack of airflow is what makes it cool "badly" yet, well enough. This won't be rectified by a different lump of metal, but by a different fan, but as Dell and co ask them for stupid exhausting blower fans(I have no idea why, everything the likes of Dell do mystify me in their stupidity, gaming rigs, sli 730's........ sure.....).
My 4870 and 4870x2, take card, take off shround, ziptie utterly silent 120mm fan on, massive drop in temps..... literally the same lump of metal, different airflow, silent/awesome cooling with bigger overclocks and more voltage.
Blowers are crap, normal fans are not. The best design heatsink with the worst fan, will be poor coolers, a "meh" heatsink with a great fan will be cooler and quieter.
The worst thing AMD was start using this folded fin design in their heatsinks as from the 4890 onwards you couldn't just take the shroud off and stick a fan on it, £5 for almost perfect cooling. When they changed the fins so they were bent over at the top preventing a fan blowing down into it, they ruined that £5 mod.
That is pretty unforgiveable, being unable to induce brilliant CFM from **** blower fans that the OEM's(who make up 98% of their sales/profit) insist on, I don't even care about.