Yea AMD stepped up but could have stepped higher. If they had just released a decent reference cooler that could at least have managed to keep the temperature at a 85°c max at a fair noise level, they would have gone wildly more popular.
I think AMD have underestimated the psychological perspective of having the card running at 95°c, even though they claim it doesn't to any damage. There's still a lot of people aren't at easy with the fact (thought) of having something in their machinery almost as hot as boiling water !
Frankly after seeing the crossfire results I could very well have gone with the intial idea of snatching two for crossfire, but the temperatures worry me ! The exhaust heat is extremely hot and can give burns ! that's quite worrying if you have the PC with it's back to a wall - could this heat set something on fire ? what if my cat takes a walk behind the PC in fill load ? will the cat suddenly burn away all 9 lives in an instant and catch fire.
I see AMD engineers making high five's and squeezing their nuts at the same time ! it's sooo good but it also hurts a bit !
AMD could easily have made a hands down winner in all aspects .