No. if it looks the same it's an EVGA boxed reference model. The custom PCB models will cost a much more and are a lot better regarding: overclocking,cooling,noise as a usual experience.
The whole point of building custom PCBs around maxwell is overclocking, they actually build higher quality VRMs,they use higher quality passives, memory defroster etc.
If i wanted to buy a 980ti on air, the G1 gaming would be my choice