From what I've observed in head-to-head comparisons, there seems to be a general consensus that the R9 390 is actually the superior pick (and this was even true before we saw the DX12 benchmarks from Ashes and Fable)
PCE nitro review:
Regarding the Sapphire R9 390 nitro, it’s a high-quality build with solid specs and great 1440p performance. It definitely beats out the competing GTX 970. In that sense, it's a smarter buy than even the 390X model if you aren't pushing past 1440p, since you don't lose much performance but gain significant overclocking headroom.
If I had to point out any downsides, I'd say the GTX 970 has two major red flags (almost guaranteed coil whine and VRAM issues), whereas the R9 390's main drawback is just power consumption.
When it comes to noise and thermals, the logical assumption would be that the GTX 970 performs significantly better, but looking at the reviews, the gap isn't actually that large. Of course, it all depends on the specific cooler and vendor. Take the Nitro temperatures, for example:
click (absolutely fantastic temps). The thing is, the 300 series features coolers that are a full class above the 200 series (think Sapphire Tri-X or MSI Gaming models...)
It might also be more future-proof thanks to that 8GB of RAM and the initial DX12 benchmarks. One guy using an R9 390 claims Lords of the Fallen eats up 5.5GB at 1080p, while
here it hits 6GB!!! That VRAM is a massive advantage.
Also, check out these DX12 results: click
Let's say Ashes isn't exactly a mainstream title, but even in Fable running on Unreal Engine 4 (without async computing)—an engine that usually favors Nvidia—the 290X and 390 actually pull ahead of the 970 in terms of both FPS and frame times
clickThe Radeon R9 390 seems to be the one card that is in its own league being faster than the GeForce GTX 970 while selling at the same price point.
So, I think this is the "top-tier model for a top-tier price" deal:
That's a beast of a cooler (see the first link in the post). Kudos to the Nitro team, but I'd still make sure to get a 3-year warranty.