So just because the "380" competes against the 980, AMD doesn't likely have anything better to offer ? The current gen 280 range represents upper mid range/low end enthusiast. I find it highly unlikely that AMD would completely abandon it's naming strategy in which the current gen offers 5 cards above the R9-280 mark with the 280X, 285, 290, 290X, 295X2. Then to call their upcoming flagship card the R9-380 is going to send some seriously mixed signals and hurt sales. This is either inaccurate (most likely) or AMD is packing some serious fire power with the R9-3XX stuff and are going to blow the current gen NV stuff out of the water (less likely, but possible)