Power Color is okay. Not well known, I know, but I would trust them.
They worked closely together with ST to make, distribute and sell the Kyro 1 and Kyro 2 videochips,
so it is not a s*?t company.
The 9700 and 9700Pro are very new, so it may take another week before you will find the Hercules ones.
Hercules is a European (French) company now, so they may send the first batches to EU distributors and then serve the US.
They HAVE launched a 9700-based card, you can check here:
http://europe.hercules.com/index_products.php?t=1
So I think you may have to wait for another couple of days before you will find the Hercules card. And yes, Hercules builds to ATI specs.
Hope this helps.
Carl