These here are the R9 280X, R9 270X, R7 260X, R7 250 and R7 240Since AMD was kind enough to launch the Radeon R9 and Radeon R7 graphics card series, its partners are all doing the same thing.
Above and below are the photos of the Radeon R9 280X, R9 270X, R7 250 and R7 240 adapters.
You'll see that the Radeon R9 278X comes with Dual-X and Vapor-X coolers, and different factory overclocking settings.
That's why, instead of the $299 / €299 price, two of them are close to the $349 / €349 mark.
The Radeon R9 270X is also factory overclocked, and also in three options, with the same coolers as above. They cost $199 / €199 to $239 / €239.
The R7 260X, R7 250, and R7 240 should sell for $89 / €89 to $199 / €199 of their own.