ATi will have to revise their reference cooling, as they did during the last generation. The Radeon X850 series is the example.
They'll have to rely on Sapphire and other companies to produce slightly different, or very different cooling methods, during the first weeks or months of release.
But ATi themselves will surely re-do things officially, and thus create a new series, such as X1850 XT (maybe XT PE once again), for example.
I myself am waiting for the X1800 XT 512 MB in November. But I'll wait to see if Sapphire or another company will try something "un-referenced", if I may say.