EMAX range of ESC's (same as: 4-max Purple Power "MESC" types): -
http://www.yinyanmodel.com/En/ProductList.asp?SortID=22
Not sure all these ESC's are made by HobbyWing. The Emax program card is a little different -
http://www.yinyanmodel.com/En/ProductView.asp?ID=88 -Has 3 buttons at bottom, has a different arrangement of buttons compared to HobbyWing card. The EMax and HobbyWing program cards are similar but not identical. According to 4-Max-Purple Power -sometimes a Hobbywing program card will work with an EMax ESC, sometimes not. So some of the Emax ESC's are clearly made by Hobbywing, others may be updated models made to another spec, or perhaps by a different manufacturer.
Note this:
http://www.rcgroups.com/forums/showthread.php?t=819755 -Title: Emax 10 amp esc Feb 2008
" ... If the PCB is green I think you have one of the new batch which are no longer made by Hobbywing. Emax switched manufacturers without bothering to tell anybody! I recently bought one and it wouldn't talk to an Emax programming card. If you do get a card, make sure it's the latest version Emax one. It looks exactly the same as the old Hobbywing one but they are not compatible. ..."
" ... The vendor sent me the instructions and except for the throttle range you do need a programming card to change anything ..."