I really doubt that MSI and ASUS designed their cooling solutions are 1 particular chip only, GK110, to the point where the same cooling solution would suffer on smaller chips like GK104, Tahiti, Hawaii, Pitcairn, and Tonga, etc. That's an absurd statement and the first time hearing it. Not believable. Lets just all agree with the overwhelming facts that Hawaii runs hotter and generally consumes more power than GK110 when all else is equal. And every modern GPU supports 4k, my point was that the 64 ROPs didn't make enough of a difference at 4K to make it a single-card viable solution in most games without sacrificing graphics settings.
Actually that was the problem. Gigabyte had a direct heatpipe design for their WF and for Hawaii, 2 heatpipes had NO contact on the GPU die because it was smaller than GK110 that the cooler was designed for, this lead to it running the fan a lot higher than required. Toms (Germany) did an article on this early on showing clearly the problem. Gigabyte even admitted it and put a statement saying only an early batch was affected, which computerbase.de had a review sample, throttling on nearly max fan speeds.
This led to Gigabyte modifying it, they basically added a shim, so its no longer direct heatpipe (reducing its performance). The same thing occurred for ASUS & MSI where their copper contact plate to the heatpipes was much larger than the Hawaii die but it wasn't a direct design so it was affected less.
The only coolers that were designed specifically for Hawaii is the Tri-X and PCS+, guess what, both perform amazingly. The "All else being equal" is a custom cooler designed with optimum performance for the GPU, which isn't the case for several brands because they re-use the GK110 design for R290/X.
Comparing efficiency, temps and noise, clearly a good designed custom Hawaii is a different beast when compared to the reference design:
When given a decent designed cooler, Hawaii is very competitive versus GK110 in a lot of metrics, and in 4K, surpasses it especially in multi-card configs. It's a very good chip for its generation, but Maxwell takes it to another level being a next-gen GPU.