tiny voices :
What gives? It costs more than a 280x or the same in some cases but performs worse?
The mini graphics card pcbuilder posted was the most expensive version of this card I've seen. The cheapest one I can currently find is the XFX model for $230, and the R9 285 was aimed as a GTX 760 killer. Granted the cheap models are the full sized units.
It does offer a few new features missing from the 280 such as true audio, XDMA for crossfire ( slightly better performance, but no need for ugly CF bridges), and a new GCN "1.2".
So it's a step up from the R9 280 feature wise, but not really price or performance wise.
I don't really see the market for this card either, most people would either spend $20 more and get a R9 280x or just spend $20 less and get a R9 280 or GTX 760.