The Fermi cards have now been out (and only just available) for the just over a month. Like the AMD 5xxx series, the first cards used reference PCBs and reference coolers - the only way you could distinguish between the different companies was by the branded sticker on the large chunky cooler. Given time, and knowledge of the system, custom coolers were just around the corner. This is what we see in the new Inno3D GTX 470 Hawk.
7 May 2010
Inno3D announce triple slot GTX 470 Hawk