anand's review of sapphire 290 Tri-x is up. very impressive cooler on reference pcb. $450 msrp. quieter than gtx780. cooler temps help in reducing power draw.
http://www.anandtech.com/show/7601/sapphire-radeon-r9-290-review-our-first-custom-cooled-290
I switched my Gigabyte 290 pre-order to Sapphire instead. Same price as a 900MHz GF 780 but better at 4k res.
Now all I need to do is wait for the 28" Dell 4k monitor to be released.