People look for different things when shopping for prospective new video cards. For the vast majority, it is probably safe to assume that gaming is their number one priority. They are looking for the card that can push out the most frames for the most reasonable price. But other people may have different considerations. Some may want an inexpensive card that is capable of decoding HD content for a HTPC setup. Some might look for a card that will let them contribute significantly to a Folding@Home project. Some may need a card with 4 DVI ports so they can use a bunch of displays. Some may want a graphics card that can handle new games but doesn't make a lot of noise.
Everybody has a video card with their name on it. Perhaps the Gigabyte 9600 GT might have yours on it -- especially if you are in that last group described above.
Where does the Gigabyte 9600GT fit in?
Right now, between the $100 and $200 mark, a wealth of stellar video cards available. On the less expensive side of the spectrum, you have the HD 3850, then the 9600 GSO, today's 9600 GT, HD 3870's, 8800 GT's, and then around the $200 mark, you have the recently released HD 4850.
The Gigabyte 9600GT is currently selling for around $160, and should be able to keep pace with all the cards listed above, except for the HD 4850 -- a video card which offers a surprising amount of bang-for-the-buck. Without question, the feature that most stands out with today's 9600GT is the use of only passing cooling. Today's model is the "Turbo Force" edition -- it's overclocked, and makes use of "Multi-Core Cooling", which is an extensive bank of heat fins that is capable enough to keep this overclocked card cool without making any noise at all.
The 9600GT GPU only has 64 shader processors, but as shown in our Palit 9600 GT Sonic review, it is nonetheless a capable card able to handle today's games.

Fans? Pfff. Plastic? Pfff. Not necessarily necessary.