@allquixotic Yes, I know HD 7970 and 7990, they are good ones :)
But GTX 970 and 280X aren't on the same category, it's between R290 and R290X
http://www.futuremark.com/hardware/gpu
GTX 970 has 15K futuremark score while 280X and 7970 have 10K score, it's 1.5x better.
So if you spent 270$ on your GPU, I multiply it with 1.5x, it's about 400$ (I spend 350$).
Also if you compare GTX 970 with R290X, GTX is better in all ways.
But I can't say the same with GTX960vs R280X as I haven't researched them :)