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The GPU cooler probably plays a big part though, and case airflow.
the 275 i recieved is a palit with non reference cooler and it runs a -lot- cooler then all the review cards with reference Nvidia coolers.
Settled to keep mine equal to the GTX285 OC (http://www.overclockers.co.uk/showproduct.php?prodid=GX-083-BG&groupid=701&catid=56&subcat=1341) in all 3 core, mem and shader.
Im pretty sure it can go higher by a fair bit, but dynamic fan profile doesnt seem to work (Stuck on 40% No matter what temps ) so i have to run it manually at ~ 65% or so if i increase clocks much more, and im too lazy to keep swapping for 3d and desktop.
Still, 285 performance silently (40% fan) for a significantly reduced cost aint all bad.
how loud is it if you manually put it at 100% fan cycle
very loud lol, not 4850/70 rocket-ship loud but deffinatly not fun.
I have a feeling it will impress me considerably over my current 8800gts 640.