This is good, assuming the cooler is the only place they've saved money using cheaper bits - this is what I assume.
Personally, I'd always rather buy a reference design and water cool it. A pair of 980's - for example - with water blocks would be better for me than a single uber over clocked 980 with a custom air cooler. I need my silence lol.
Looking forward to seeing how the 900 series turns out. My guess comparable (performance to a high-end 780 or your basic 780Ti but with less power. Over clocking I'd expect to pretty much nullify any power saving, but give some decent mhz given sufficient cooling.
Feeling...optimistic. Though not planning to upgrade just yet, just interested in the tech.
Scoob.