Soldato
Exactly this, i think the driving force of the reference 480s was to hit the price point before all else, this is why they have such rubbish coolers on them, which quite frankly is not up to the job, it seems they skimped on these reference cards just to hit a price point.
Bring on the AIB cooled and clocked versions to see a real true representation of what Polaris will do.
In order for the card to be a success with the 3rd party coolers though, the price still has to be right. imo, 220 - 240 is pushing it at the moment, if we see higher prices than that then the card starts to stray towards 980 territory.