I'm considering (currently, after some wavering, most recent currently, LOL

) a GTX260+ (216 cores version). But I like ASUS mainly, and haven't yet seen a GTX260+ 216 cores ASUS on the market. So I can go a 192 core GTX260 ASUS. If I decice on EVGA, it's a brilliant card as well, then I can opt for GTX260+.
There is only a small difference between 280 and 260+ and 280 consumes more power, particularly difference is even greater when 280 is on load; also 280 is significantly noisier.
Economy on heat and noise would be preferable for me.
ATI 4870 is far noisier than 280 and consumes much more energy (electric bill, people) than 280.
Further on noise and heat:
Yeah air cooling is still sufficient for me, too; though there's a noice issue that comes with it no matter how "silent" the fans are. Below is my main PC, a Lian Li case, a sort of giant aluminum heat sink
http://gallery.filefront.com/Nightwatch01//1100408/
Temps do not go over 55-58 in this case, either. Doublefront intakes, one top and one rear fans. actually most of the noise is coming from the Graphics Card and the CPU fan (Arctic Cooling Freezer 7 Pro) it does the job of keeping CPU never go over 55C but sometimes kicks in like a mini-jet engine. LOL
So I'm thinking going for water cooling on GPU and CPU when I renew my Card.