If you happened to want to get a GeForce GTX Titan X you only have one choice, the reference design from NVIDIA. NVIDIA did not allow add-in board (AIB) partners to modify the card with a custom PCB or a different cooler. Well it looks like this will change with the GeForce GTX 980 Ti, with NVIDIA apparently green-lighting custom versions of the card.
It looks like custom-designed Radeon R9 290 and R9 290X cards could launch very close to Christmas or miss it all together and be released in 2014. Custom designed R9 290 series cards are highly anticipated because as we all know the reference-design cooling solution on these cards is not all that powerful and extremely noisy.