I just replaced my older GTX 275 video card with a new GTX 660 Ti from Gigabyte.
Old card normal fan = idle 65c, load 88c
Old card max fan = idle 55c, load 67c
New card normal fan = idle 35c, load 45c
I have not even attempted to turn the new card's fan on max, it's just not needed.
I also turned World of Warcraft graphics up to ULTRA. Was on HIGH for the old card tests because ULTRA made it go over 90c into the danger zone.
So the new card is more than 3x faster accd to benchmarks, uses less power, makes less noise, and is 30-40c cooler across the board. $300 well-spent!