Sapphire manufactures retail cards for ATI but I don?t know if they are necessarily identical to the Sapphire cards. Sapphires 9600XT is different from the retail ATI 9600XT -- different colored pcb and hsf. Board layout looks the same but their could be minor differences in the components used. (ie.. different manufacturer of the filters, capacitors etc.).
There seems to be less variance (if any)in the 9800?s. They seem to be virtually identical to the reference ATI design. I?ve had 2 Sapphire cards (7500, 9100) and the quality of both them was top notch. I would not hesitate to recommend a Sapphire 9800.