The HD7970 has had a mixed reception from the enthusiast community. On the one hand, many are not impressed with the AMD HD7970 with most disappointed at the high retail price. For £100 less someone could buy NVIDIA's GTX580. While the GTX580 doesn't have the same performance it is hardly a slouch. On the other hand others are happy to see that the HD7970 has taken back the performance crown and given NVIDIA food for thought. Either way, there can be no doubting the HD7970's performance and performance three fold: speed, power consumption and cooling. AMD it seems, have got the balance just right save for the price. So if it is not broken, why change it? That seems to be the philosophy behind the HIS version of the HD7970 as on the face of it at least, it is identical in terms of both aesthetics and cooling by using the same heatsink/cooling design as the vanilla HD7970/7950.