While I will not denounce the rumour that R9 380/380x could be close in performance or have similar specs on paper to 290/290X, I personally cannot see how AMD spent 1.5 years developing only 2 new chips, with everything else being straight up Tonga and Hawaii rebadges. Today a 290/290X cannot gain market share or desirability despite generally selling for $250-350 vs. $330-550 for 970/980. Similarly a 285 2GB doesn't seem to sell well at $180-200 either. What would it accomplish to relaunch 285/285 unlocked only as fast as a 280X/290/290X as 370/370X/380/380X at $179/199/$249/$299? NV could just lower prices $20-30 on 960/970 and AMD's entire 370/370X/380/380X line up is neutralized.
If that were the case that 370/370X/380/380x are just rebadges, well AMD could have just launched all those products now. Why wait another 3-4 months if all you are going to do is rebadge 90% of your cards, why do you need 1.5 years to do that! You would just discontinue printing 285/290/290X boxes as of December 31st and call those cards 370/380/380X.
AMD could have easily just added $50 to 290X's price and launched it as a 380X aka HIS IceQ 290X:
http://www.techspot.com/review/892-his-r9-290x-hybrid-iceq/
...but they didn't.
6870/6970 were based on fundamentals set out by the 5870. 290X was based on the fundamentals set out by the 7970. 380/380X could be based on Hawaii but that does not automatically mean a rebadge with only 390/390X being the ONLY cards with an ounce of new in them. It simply doesn't make sense that AMD would spend 1.5 years working on just 1 chip, and that chip only being a high end one. If true that would imply no new products for laptops either because you can't fit a 250-280W Hawaii into a laptop; and if rumours are true such chip would become next gen's mid-range 380/380X. I won't believe such rumours unless AMD improved Hawaii's perf/watt.
Let's go back in time. If someone saw a rumour that HD4870 would be rebadged as a 5770, it would appear so based on 800SPs, 40 TMUs and 16 ROPs of the 5770. With 3 of those details and 850mhz clocks vs. 750mhz for the 4870, one would be almost assured that 5770 was just a rebadged 4870 with a slight bump in clocks. If someone just gossiped the number of SPs, TMUs, ROPs, the products appear identical! Yet, these were vastly different chips in terms features and Perf/watt:
http://www.anandtech.com/show/2856
All these sites just use 1-2 sources and then spam rumours at different dates. For example, Sweclockers uses some random source for their article. There is no evidence whatsoever that their source is credible. Then other sites like Fudzilla, TPU, Videocardz, etc. create articles sighting Sweclockers. They have done 0 due diligence on the reliability of Sweclockers' original source, and yet they start posting these rumours by almost spinning them as facts. Remember TPU leaked 980 being a 3200 CUDA core card, and shockingly this BS rumour was spread on August 1st, 2014, less than 2 months before the official launch!
http://www.techpowerup.com/mobile/203661/nvidia-to-launch-geforce-gtx-880-in-september.html
Imo most of these sites have no info. The minute 1 of them leaked that everything besides 390 are rebadges, everyone else posted exact same articles paraphrased shortly. They just regurgitate rumours from 1-2 sites for clicks.