XFX vs AMD

Yes. AMD's partners generally can customize boards, and install the same GPU that all the other partners have. Some boards get overclocked, some do not. But it has always been that way. Normally, overclocked cards cost more than non-overclocked cards. Sometimes, boards with 3 cooling fans cost more than ones with 2. But the 3 card fans should be a little quieter. But not always.