I have Gigabyte G1 970 SLI, the pair of them are quieter than my old single GTX680 reference.
Advantages, much cooler and quieter than ref boards.
There are other advantages if you like overclocking your stuff, like 8 pin power cables for more oomph.
May as well throw one away when playing AH though as FPS is faster with one.
Such a shame I am playing AH more than anything else atm.
Still I am future proofed for quite a while (I hope)