Sapphire is just a front for PC Partner and that is NOT a small outfit. Among other things Sapphire makes (and has been making) ALL the "made by ATI" video boards and ALL the ATI reference design motherboards. Just take a look at the www.sapphiretech.com front page and you will see the links to the only two remnants of the ATI brand (ATI Japan and ATI Professional Workstation Graphics). These two brands are still selling the "Made by ATI" cards, but now it is clear that they are made by Sapphire.
Hmmm... I wish... In Japan, Sapphire boards are usually the MOST expensive. (DFI - JPY22.000, Sapphire equivalent JPY30.000) :(