My 480 has been under custom air for nearly all of it's life, died not long a go, i can't bake it, but i may attempt to in the future, i reckon heat got the better of it (solder)
Been through many fan alterations to perfect it too...
See Spoiler content.Warning: Spoiler! (Click to show)
Even though a better cooler will do much better, the PCB will still heat up just like before, my 480's always had that problem, the core and VRM's were fine, but the PCB would really heat up.
Water is the best for a reason.
We will see similar things to come with 290x.