I think the right play after the 290 reviews would be to spec out a 290 equivalent to the 7970 GHz edition and require a cooler capable of keeping it from throttling under a given sound level that aftermarket coolers could hit, and seeding review sites with them. That would've kept the 290 much stronger, probably made the OEMs happy since they could have a way to increase the value of their product, and put them in a much better position to withstand the 970.
Nope. Still holds the 200 series name.
300 series implies new product to a consumer that has less association with the old line.
a 200 Ghz edition that requires a cooler wouldn't have mattered. It would have actually had polarizing effects (lol Polaris). People who did their resesarch would have bought it. Those who didn't would naturally assume it's a R9 200 series that runs even HOTTER than the ones that were already running hot.
Not to mention those who couldn't afford the R9 290 Ghz, so drop down to the R9 290 to find out it runs hot and terrible and then ditch AMD entirely?
Ditching it and rebranding as a 300 series and dropping the reference cooler is the right move. It just needed to happen sooner.