Here you go guys, if you haven't just seen it. The 280X is apparently a polished and rebranded HD 7970, much like what the GTX 770 is to the GTX 680. But nevertheless, its $299 MSRP will surely shake up the market, especially for the GTX 770s that are priced at around $399.
http://www.overclock3d.net/reviews/gpu_displays/asus_radeon_r9_280x_review/12
http://www.overclock3d.net/reviews/gpu_displays/asus_radeon_r9_280x_review/12