Do not confuse a reference card with a reference PCB. "card" means the whole thing including cooler. Reference cards are all built by Foxconn and are identical.
Reference PCBs are built by anybody to AMD/Nvidia's design specs, then populated with whatever caps, ram, etc that manufacture wants to use.
From a waterblock standpoint either one can be called reference, as the block mounting is the same. From a performance and parts-used standpoint they are very different.
You can also find reference PCBs that are not marked amd, as amd did not have the PCB manufactured. Gigabyte and sapphire are two brands that often use the reference PCB design but manufacture it themselves.