Some ATI partners won't be using ATI's reference cooler for the Radeon HD 3850 cards and they will go for their own designs. Alternatively, some of them will reach for Zalman or Cooler Master to solve this eternal cooling problem.
We are aware that some of the cards will take dual slots, but they will have a bigger and better cooler; and at least we know that they will be more quiet than the ATI reference ones.
ATI's reference cooler is cool and efficient when it doesn’t work at 100 percent, but Zalman can definitely do a better job in the cooling department. However, it will cost a few bucks more.
It is good to know that there will be an alternative available.