I find the cooler provided on the Powercolor 4870 quite effective - the grating noise from the fan at idle is annoying but can be rectified by running it at say 5%. My average temps don't exceed 70c when gaming and that's only running the fan at 30% speed (I have a large case with a 120mm fan blowing over the card)
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The folks saying this isn't too bad must either have very noisy PCs or were lucky enough to receive a quieter card.
dont you think, and as for the grinding noise well wen im using my speakers i can hardly hear it its only when your not using your speakers you will notice it but it dont bother me.