Now that the reference cards don't have the blower coolers they are a lot more tempting. I'd still wait for reviews to see how loud they are though.

Up to now, OEM/AIC/AIB cards had quieter cooling systems, but they also make you pay for the silly graphics, the RGB, etc. I don't think the overclocking ability is really that much better. A quiet reference design with a non-blower cooler and a good warranty is what I've always wanted.