eTeknix reports AMD has pledged that it will offer better stock cooling solutions on its upcoming Radeon HD 8000 series graphics cards. The new coolers will be better than the previous generations, but not as good as the models offered by AMD's add-in board (AIB) partners. However, AMD also stressed that it will not attempt to make these coolers pretty because this costs a lot of money, and the company doesn't want to make its cards as expensive as NVIDIA's GeForce GTX Titan of GTX 780.
AMD stresses that it wants to maintain strong relations with its AIB partners and allow them to continue to make custom solutions that are significantly more attractive than the reference design. Naturally if AMD or Nvidia ever made cooling solutions that trumped the Direct CU II, Windforce 3X or Twin Frozr coolers then they could jeopardise their AIB partner relationships.