Well take it this way, will you prefer a Sony Bravia or a Sansui? I'd go with Bravia, and therefore those brands which I suggested, they're the top manufacturers of AMD GPUs, reliable and very good at customer support.
You can get R9 280 in R9 270X's price: http://www.newegg.com/Product/Product.aspx?Item=N82E16814127789
And for that comparision, I'd go with reliability over raw performance, and will hence choose R9 270X (its not far behind, the clock speed is lot better than R9 280).
Its from Powercolor, I'd get any R9 280 other than from PNY, Powercolor, HIS, etc.
Get AMD GPUs from any of these: Asus/ EVGA/ GigaByte/ MSI/ Sapphire/ XFX.
Well take it this way, will you prefer a Sony Bravia or a Sansui? I'd go with Bravia, and therefore those brands which I suggested, they're the top manufacturers of AMD GPUs, reliable and very good at customer support.
I have literally had a powercolors molding melt on a GPU before, spend 10 to 20 dollars more, and only buy from brands with a solid reputation, TBH that wasn't the first problem I had trying to save money buying from budget companies.