Good to hear Jas.
I don't notice the fans when I play, but then again, I play with the headset on
In afterburner, play with a profile that roughly corresponds to the temperature. So, for e.g., I set my profile to run at 40% in the 40s, 50% in the 50s, 60% in the 60s and 70% in the 70s, and 100% thereafter.
Apart from Kombustor, in most games, I barely break into upper 60s, on 6970 clocks, so your card seems to be a good batch. What clocks are you running it on?
And a tip, if I may. You don't have to OC the memory as I've found it to barely make a 1-3 Fps difference. GPU Oc offers a much more substantial return..