I know I am late to this thread but there haven't been very many threads lately so I would like to add something to this one. I also have the AMD HD6970 and as long as the fan curve is set correctly through catalyst software or afterburner it does get pretty loud but it also keeps Temps under 70c which is perfectly acceptable for this card. If you are hitting above 80c then you need to let fan operate at 100%. Temps should not get to 100c or your card will fail and shut your pc down. Also, amd no longer offers support for these cards so any new games will work as is and no optimizations or new drivers will be provided by amd. I will be hopping on the new vega gpus once released by AMD and it will be leaps and bounds better than the already dated 69xx series graphics cards from AMD.