There is a big difference between having 90c and 70c blowing around in your case. It raises the ambient temp in the case to a higher point, meaning better air flow/fans are required. leaves less head room for temp increases in the summer. Running duel cards would increase the problem further.
I was also under the impression that heat reduces the life span of your hardware (where silicon is concerned).
Like i said before having both cool and quiet is preference, but when building a pc normally you make sure it runs cool before quiet.
Though with these cards i appreciate you are looking at noise beyond what is acceptable, at least to me.
The 480 runs at 94c stock when playing crysis. That is to close to its cut off which is about 105c.
In summer that card will be shutting itself down, especially when a bit of dust gets in the system.
Noise in this case is definitely preferable.
The problem is they've already had their dustbuster disaster and don't want to be known for having a dustbuster mark 2, though funily enough they canned, from what I recall anyway, the 5800 because it was too slow for the noise required and just wasn't very good and had the 5900 very close to ready so it was logical, but afaik had they wanted to they could have just made lots of them, yields weren't the issue, just noise, no one wanted a card that was that loud.
As for the 480gtx and fan speeds, they don't have to follow a specific ratio of 10% more fan every 10C increase, they'll keep it as low as possible till the last possible second, expect that it will infact hit 100% fan speed probably at 98-102C somewhere and I think that will turn a poor and overpriced 480gtx experience for the few, into a quite horrible experience as they hit hot weather. We'll see though, even worse in these situations is the actual fan noise changing, 100% speed the whole time is much less irritating than 100%, follow by a couple minutes at 70%, then 100% for a minute again. Even a loud noise you can get somewhat used to as long as its constant, the second it becomes a constantly changing noise you can't adjust or get used to it.
I tend to pick the max quiet fan speed I can get, in the 5850's case, about 34%, and stick it there in my gaming/overclocked profile, so even when it doesn't need quite that, I get used to the noise and don't get the changing pitch.
Silicon does degrade quicker the higher the temperature, but again it will be based on design, failure, or lifespan vs temp will be a exponential scale, the long slow part of the graph, well the throttling speed will be a little bit before it suddenly goes up dramatically.
If you go and check out the "how a cpu is made" type thread in the CPU section, you'll see CPU's as they are made go through heating at various temps over a 2 month period pretty much before they are ready, 365c for a short period at one point, and 140C for 12 hours to check nothing fails, they wouldn't last at all long at those temperatures over weeks/months but those are the kind of "failure" temps you're looking at to be honest. 105C would probably last a good year or more, 95c would last another year, and 85c would last another two years on top of that.
The biggest issue is those are general temps, some bits are likely to run hotter, not by too much though, some bits cooler. its the temps of power regulation circuits that are probably most in danger of early failure. CPU's/GPU's really are made to astonishing high levels of quality and will last a lot of abuse, cheap caps made by the millions in chinese factories....... less so.