Sapphire Releases Performance-boosting BIOS for its R9-290

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Reference vs Custom:

Reference coolers are used while the stock of new GPU's builds up to ship to board partners. That's the reason you don't see custom solutions for a while.

AMD still needs to come up with a better reference cooler though. If they can't do it themselves maybe they should have the board vendors put in bids and find one like EVGA or Asus to be the sole "day one" provider until the GPU stock builds up and everyone can play.

NVidia has some great custom coolers though some of them are a little expensive and not suitable to cheaper cards.
 
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