I remember when the R9 285 came out, a lot of reviewer-sites were taking a look at the PCB, and noting that there was room for two more GB of VRAM. Some even went as far as to speculate about the distance the power plugs had allowed for future soon-to-be variants, like hopefully an R9 285X. Sapphire's R9 285 manual even mentioned an R9 285X, although that may have been a typo. So, seeing the R9 380 with "up to 4gb of RAM" isn't surprising, especially considering the lack-luster release of the R9 285. Almost all variants from the vendors used the same components (Elpida RAM, same VRM chip), with very few noteable exceptions. ASUS used their own VRM controller chip, and both MSI and ASUS included an additional phase. The best R9 285 design goes to Sapphire, with their ITX variant, since they used their own components, made an excellent cooler that also handled the VRM, and did this all within a tiny form factor.
Anyway, I am not surprised that we see the R7 265 and R9 285 show up as rebrands. While they did not surprise us with performance boosts, they did bring a number of interesting features. As long as the price is right, I'll accept them as rebrands.