@Fudzilla: (...)So it’s good news all around - consumers get a great card for $399, AIBs will have plenty of fun with high margin non-reference designs and everyone’s happy.(...)
AMD gave us a cheap hawaii to play with, and showed the chips true potential using agressive thermal profiles... don't like the custom cooler? Watercool it or let the AIB's do it. For the price tag, it is an exceptional deal.
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