When the 280x first came out I was able to purchase one for around $349 if I wanted. Now its $439 like honestly wtf. Not only that, but they are sold out everywhere I look for them. At this point I'm going to have to settle for a 770 which is more expensive and doesn't perform as well. This bs has retailers jacking up prices because they know that people will buy these cards no matter the price, and I understand supply and demand but thats ruining it for us actual gamers who are purchasing this card for actual gaming use.
What gives you the idea the 770 doesn't perform as well? The 770 and 280X are basically even with each other. And i'd argue on the software side, that NV's software is superior in terms of features that you can use. Crossfire / eyefinity on the 280X is still broken and has been for years (with the 7970, which is the same card). This isn't the case with the 770. Anyway, If you get an aftermarket 770, you can overclock to have a meaningful increase.
FYI, you can get the MSI gamer 770 - and if you call newegg and have them remove the 3 game promo, you can use the masterpass code for like 40$ off. That's a GTX 770 overclocked for around 280 bucks. Another card to look at is the DC II 770 - it is selling for 340$ before promo, and should be right around 300$ after the promo. Again, you'll need to call newegg CS or talk to their chat and have them remove the 3 free games for masterpass to work. Not bad if you ask me. The decision would be a tough one if the 280X were being sold at MSRP, but the 770 is basically even with the 280X. Some nvidia favored games will be faster on the 770, while AMD favored games (Square enix games) will be slightly faster on the 280X. Overall though when you average it out. They're tied.