My decision to buy a Diamond Radeon HD7970 video card has turned out to be one of the worst decisions I've made in many years.
1) the card boots at about 33c; but immediately climbs to more than 60c - all while under 2%-5% load: MW3, Crysis2, etc push the card well past 75c
2) Consequently, the tiny solo fan starts to work its little guts out and becomes PROFOUNDLY noisy
So, being the extreme-PC geek that I am, I think "liquid-cooling"; and proceed to go shopping.
HOWEVER, the "EK-FC7970" waterblock I purchased does NOT fit the (non-reference) card Diamond chose for its rendition of the HD7970, despite the vendor's "compatibility list": $130 plus shipping wasted
Therefore, the iSkyWater 300 liquid-cooling kit I bought is decidedly unnecessary - having no GPU waterblock to flow to; it is pretty, but also useless: another $135 wasted
Alas, I have now under-volted/under-clocked my HD7970 albatross to deter it from spontaneously combusting.
Bottom-line: I've spent 2 weekends and just under $800 to achieve (almost) the same performance I had with my previous GTX-560Ti card.