If there's one thing I would like Amd to do with the 390 at launch if they cannot get their power consumption down to Maxwell levels while at the same time not cutting down on performance is to forgot about the reference air cooler and launch the 390 with good coolers like the Sapphire tri-x, vapor-x or PCS have. People are still talking about how hot/noisy the 290x/290 are at 94c because of the ref cooler. It could not keep the temps down (without being noisy) with the amount of heat being produced yet these aftermarket coolers have no problem keeping the Hawaii cards at approx. 70c with low noise.
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