Please give us a gamer's BIOS for the 290X DCU OC.
On warm days I watch my frame rates plummet as the fan stays at 55% or less. Manually setting the fan to 85% cures the problem and I get full performance from the card. Faster fan speed should be an optional BIOS for the card.
This is a gaming card, we wear headsets for TS and crank up our surround sound. More fan noise is OK. Crashing or dropping frame rates is not OK.
My suggestion in case you don't get it yet is to have a gamers BIOS from Asus that ramps the fan to 100% before the GPU throttles. Put warnings up on the download that this BIOS will increase noise to get the extra performance on hot days and heavy graphic loads.