The first picture of a non-reference design AMD Radeon HD 7970, which comes from Gigabyte. The GV-R797OC-3GD is a factory-overclocked card, which makes use of Gigabyte's Ultra Durable VGA+ PCB and custom-design triple-fan WindForce cooler.
The Ultra Durable VGA+ PCB uses a 2oz copper layer for better electrical stability and heat distribution, ferrite-core chokes, low RDS (on) MOSFETs, hand-picked high-performance GDDR5 memory chips, and more. The cooler sports a combination of heatsinks and aluminum fin arrays to feed heat from the GPU, memory, and VRM to its copper heat-pipes and ventilated by three fans.
Gigabyte make use of a non-reference design, using non-reference cooling assembly, but most likely a reference design PCB, except, it's red. No details on clock speeds or pricing yet.