IMO 290X (reference cards at least) should have been clocked at around 800mhz where the heat was more manageable, I think that AMD clocked it so high because they needed to beat/match NVidia and they've come up with this whole Powertune (fancy name for throttling) thing to prevent the card killing itself.
I'm still surprised shops like OCUK are advertising the cards as a fixed frequency 1000mhz etc even though AMD themselves only advertise them as "up to 1000mhz", unless you run with an aggressive fan profile you aren't going to get 1000mhz.
mine sits at 1000mhz without overclocking or messing with the fan in every game and i wouldnt say its very lound. certainly cant hear it over my headphone anyway.