Jeeze guys - look at all the red and black trimmed swag it comes with! There is even a screwdriver with different bits! Obviously worth every penny.
No, but seriously, it's a special edition with a bunch of extras. It also appears to have a factory overclock setting and some nifty voltage monitoring pins for people who like to measure their card's voltage with a meter. My guess is that the card has a robust power design allowing very high voltage tweaks.