Yeah, that could be true although I have no experience with XFX DD cards. I have no experience with XFX cards actually, heh. Aside from the obvious high quality AIB aftermarket cards (asus DC II, Windforce 3, MSI twin frozr) I have no idea what the situation is on the AMD side. I do remember the 7970 DD cards looking incredibly cheesy and those DD cards were slammed for poor VRM cooling.
Are the newer XFX aftermarket designs any good? I saw an update on the 280X.
Honestly, if I were going aftermarket i'd just go for one of the aforementioned "big 3" - Asus DC II, Windforce 3 and MSI twin frozr. Same is applicable on the NV side but I took a chance with the SC ACX 780 and I like it, although I would prefer a DC 2 or something. Generally speaking, you KNOW those (DC2, windforce 3 and twin forzr) will be good and high quality coolers period. With powercolor and all of those clowns, who knows. Not sure about XFX either, but I am curious now that you mention it - specifically on their updated design for the R9 series. Anyone seen a review?
Kind of off-topic but if you want to see how stupid AMD/ATi's AIB 7xxx track record is then go to this thread. There have been threads before it talking about the spottyness of the entire 7xxx AIB lineup.
Belial's Comprehensive Guide to 7950s!
http://forums.anandtech.com/showthread.php?t=2352365
I really hope AMD/ATi learned their lesson from the 7xxx AIB debacle and set some basic minimum standards for their 290/290x AIB designs.