Soldato
I never had a reference 7970, but my Asus 7970 DirectCUII would rarely get above 60C full out, with also going from 925MHz reference to 1125MHz, and with the fans barely audible. A three slot cooler, but an enormous difference in temps and noise, even with much higher clocks.
Yeah, a good beefy one like that or a triple fan cooler should be worthwhile.