the images do line up, one's the cooler for the 280x (the one with the extra square tilted) - the one you currently have on the 280x.
and the other one is the cooler the 980 should have (or along those lines - this is the standard board:
http://benchmarkreviews.com/20373/nvidia-geforce-gtx-980-video-card-review/3/
). what i'm saying is at best, the 280x cooler can be used on another gigabyte board (290 maybe or 280/285) but even on those it won't fit properly unless the memory modules align perfectly.