A 7970 or R9 280X?

I'm looking to upgrade my graphics card and I was wondering whether I should get a 7970 or 280X?  I know that they are around the same price but what are the perks to each?

... is this a trick question?

they are the same card, just rebadged..

my favourite is the 280x toxic from sapphire, its a 7970 pushed about as far as it can go (crazy high default clocks covered by warranty that is).

I know that it's a rebadged card, but there have got to be some perks to the 280X right or is there literally no difference