There is a lot to love about the ASUS ROG Matrix Platinum R9 280X, from its looks and faster and quieter performance when compared to the reference model.  Still, [H]ard|OCP doesn't recommend running the fan at 100% except in brief moments when you need to dump heat quickly as it is quite loud but 50-60% will keep you below 90C and is not very noticeable.  It overclocks very well, they hit 1270MHz core and 6.6GHz VRAM easily and noticed performance improvements when they did so, pushing past the GTX 770 occasionally.  There is one major disappointment with this card, the price is currently over 50% higher than the base 280X MSRP so you might want to hold off for a while before thinking of purchasing this card.

"Today we take ASUS' elite R9 280X product, the ASUS ROG MATRIX PLATINUM R9 280X video card, and put its advanced power phasing and board components to the test as we harshly overclock it. We compare it to an ASUS GeForce GTX 770 DirectCU II. Then we will put it head to head against the overclocked SAPPHIRE TOXIC R9 280X."

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