I never could understand why ati has sapphire make their "built by ati cards" yet sapphire produces their own lines. I guess its just so sapphire can make their own little changes to the heatsinks and whatnot.
Many industries the brand names are made on the same production line as the generic.
Think of "Store Brand A" raisen bran. Do they really have their own cereal factory ? It's the name brand, equivalent goods. ATI got out of production a few years ago, probably hurt the bottom line.