On the other hand, expecting two 300Watts to sit on a 375Watt board and nothing bad happening sounded quite realistic.
And in the opposite corner, the 6990, sporting two 200Watt Gpus on a 375Watt board ... does indeed look less dumb... for no apparent reason.
Even though the nVidia cards should not explode, I have trouble conceiving that one could cool two 580's at full speed (600watts) on air, without a noise level much north of 80dB.
Now take that to overclocking levels and you have to take out 800+ watts with air from a pcb thats 11" ... right. You see that towercooler on your CPU ? it takes out about 200watts if you got a hard OC . Now just attach 4 of these on your graphics board and you'll be fine, and quiet. (yes your graphics board now weighs more than 6 lb's and your pcie slot is dying from the pressure and there's not enough room in your case, and goddamit stop whining just watercool it)
AS a summary, such a graphics board without watercooling makes no sense at all, and I sure hope the gods of overclocking smite down the fools who made those aircooled reference designs.