Yeah MSI Lightning would be something to look forward to, or maybe Arctic Cooling can create a cooler for it, the the ones they had for the 5870 looked pretty awesome imo
Surely you would stick to the reference design, or water block it. Or, as it's been said, go for the MSI version. That looks cheap if anything, which is pointless on an expensive card. Clearly they haven't checked a single enthusiast forum and realised that people spend a lot of time, effort and money colour/style matching these days.