The first review is here. Not very in depth. Answers some questions regarding all those fans. The good news is it appears to be very quiet.
Here's a quote "When gaming using the stock clocks, stock fan profile, and an open air test bench we could only barely hear the 7970 spin up under load. Inside a case you just won’t hear it, especially not over other fans inside a typical PC case. If you do find the fans slightly too loud, however, given the enormity of this heatsink you can happily turn the fan RPM down to a level that better suits you, and the card will still run well below dangerous temperatures. We were surprised, but these fans aren't actually that loud."
GIGABYTE HD7970 SOC - world first review! - Graphics Cards - Build - Reviews - Atomic MPC