Dust inside your graphics card can be a real killer. Not only can built up dust reduce heatsink and fan performance, but continued accumulation over time can lead to a total failure of a part.
MSI claims it can solve this issue. The company's latest graphics cards are starting to sport what it calls "Dust Removal Tech." Clear and simple! Essentially what happens is that when you start up your computer, the graphics card will operate its fans in reverse mode, pulling air away from the heatsink instead of blowing air onto it. This reverse fan movement is suppose to draw out clogged up dust.