But the price is not justified at all. I think The Asus one is available at lower price in lot of places. My choice will be the HIS one because of its price. Also HIS Ice QX2 Cooler is considered one of the best custom coolers and it can compete easily with other coolers like Direct CU II, Sapphire VaporX n Gigabyte Tri-X coolers.
+1 to this. HIS IceQX2 cooler is very efficient and at times better than ASUS Direct CU 2 coolers. - HIS R9 280X IceQ x2 Turbo Review - Temperature, Acoustics and Power Consumption
Now coming to performance against ASUS DC2 Turbo, it would be behind by 4-5 fps, but then this can reduced by overclocking the card. There is very small miniscule diffrence in FPS betweet the overclocked version of both HIS & ASUS (though i dont think we have overclocked HIS Turbo in indian market as yet) - HIS R9 280X IceQ x2 Turbo Review - Crysis 3 (FPS)
You can get HIS IceQX2 from MD Computers at around 22k. Now its your decision whether the extra 6-7k for ASUS Top version is justified or not
