Eh. I dunno. 50$ premium for that cooler on the reference PCB? I was really impressed by the review, but I'm not sure it's worth 50$. The windforce cards generally have a 10$ premium. The DC II has a 20$ premium. The ACX cooler on the nvidia side has a 10$ premium (for non dual BIOS models). The MSI gamer cooler has a 0$ premium on the nvidia side. So sapphire says they want 50$ for a triple fan cooler. Say what now.
So sapphire wants a 50$ premium for that cooler. Reference PCB. Review was impressive, i'm not feeling a 50$ premium for that cooler. If it were a custom PCB with 8 power phases optimized for LN2 like the lightning SKU..MAYBE...50$ seems a little crazy with a ref PCB. There are tons of triple fan coolers that don't add 50$ to a SKU.
The lightning 780 has a 30-50$ premium right now. Yes I know it didn't launch at that price, but MSI came to their senses. I expect the lightning 290X to have a similar premium. 50$ at most. And sapphire wants 50$ for a reference PCB triple fan. Yeah, not feeling it.