I'm not going to complain about rebrands as long as they're increasing performance and lowering prices. If the r9-280x is *just* a slightly faster 7970ghz edition for $300, I'm completely cool with that. And if the r9-290x is indeed faster than (or even equal to) gf-titan for $600, well the cheapest 780s are $650 on newegg right now.
Titan is $1000, 780s are $650, 770s are $400, and 760s are $250. AMD is posing to undercut prices at those performance tiers by $400, $200, $100, and $50, respectively. This will get prices back to where they should be with mid-range cards like a 760 or 270x below $200, high-end cards like a 770 or 280x below $300, and top-end enthusiast cards in the $400-600 range.
Now if only Intel would release a 6-core CPU for less than $350 I could get some real value from a $1000-1500 build next spring/summer instead of having to choose between my wallet and mediocre performance.