I've thought about getting an aftermarket VGA cooler for several years, since the fans on graphics cards these days seem to vary widely in quality and noise level.
I prefer to go with economical and long-lasting solutions that are easy to maintain and to adapt to new uses. For example, my 2500K is cooled with a Thermalright Ultra 120 Extreme that has been used for nearly 10 years on 3 different CPUs (E6750, Q9550 and this 2500K). I can replace the fan when needed, buy a new bracket if necessary... I'll probably keep using this as long as it can be physically adapted to work on whatever CPU I'm running. The fact that this cooler was GIVEN to me, unused, was pretty spectacular too.
Something somewhat similar for video cards would be nice (though its not likely I'll get one for free).
Right now I have a PNY GTX 970 with the "reference style" cooler... and I'm sad to say that PNY, unsurprisingly, has used what seems to be an inferior fan compared to the reference blower-type coolers I've had on previous nvidia cards (GTX 660, 470, 260). It makes this noticeable buzz while running and it gets louder and more irritating as the speed ramps up. When turning the fan by hand I can feel that it is vary "coarse" and not free spinning like most fans.
It has been like this since day one, but I got the card so cheap I decided to live with it.
Now that I've had the card for a year and a half, I'd like to consider my options.
I've thought about getting a reference cooler from another similar card since I prefer exhaust coolers if they aren't too noisy, but I don't know how to guarantee a proper fit. This card is tiny compared to most high end or older mid range cards.
Alternatively I've considered getting an older model VGA cooler like the Thermalright HR-03 because they were made for space heaters like the GTX 285 (204w TDP vs the 970's 145w), accept standard 120mm fans and can be found super cheap from time to time. Biggest issue here is that I don't know if they actually fit newer cards.
I can't find any other options for aftermarket coolers that can use standard 120mm fans, other than the Prolimatech MK-26, which looks great but its quite expensive for me.