For the 9800Pros, Hercules builds their own with blue pcbs, LEDs on the fan, etc.. It's sort of sad to see everyone using the same reference design for the XTs.
ATI = Boring for the XT line, at least as far as design goes. Yes, I know they're in the case, but if you have a clear side on your case it makes a difference. I think it makes a differnce and I don't have a clear case.
Anyway, I believe the article said they're all made by the same company, only have different stickers on fan.
Now all RADEON 9800 XT based cards except those for ASUS are produced at the same factory, and the partners only attach their stickers.
So Asus or not is your only real choice.