I think this has made my decision for me.
I've been looking for something to upgrade to from my 770 and as I play the BF games more than any other it's a no brainer.
Was thinking of getting a EVGA 970 as I think nVidia are by far the most elegant solution and was hoping to step-up to the 980ti if released within 90 days (has anyone had any experience with the EVGA step-up program in the UK?)
Thanks to TTL for another great review, other sites compare stock cards and with the stock 290x's cooler being so poor it was never a true reflection.
BTW, at current pricing you could get two 290x ROG Matrix's in CF for the price of one 980 ROG Matrix.
Cheers