It does matter.
Performance is only there, if the fans are sounding like windtunnels and still failing to prevent the card from throttling.
Before I discovered 'manual fan control', I used to run an ATI 1800XT which would hit +80C° temps. That card stopped working within two years and gave me plenty errors and artifacts on its way out. With my current HD 7970 OC, I put the fan up to 50% to keep temps down where I like them. This gets me a further 300Mhz on base clock speeds, but damn, is it loud (although not as loud as GTX 980 ti fans it seems).
I refuse to have either another ridiculously loud or boiling hot GPU in my desktop ever again.
Thousands of people buying the 980ti don't seem to care


Gone past the epeen age where I "must have the best of the best" a second hand prev gen card will easily play the games I want for a fraction of the price of a launch card. If people want to blow 600 quid on a launch card, then work away