Depends what you mean by wins? The 770 is cheaper and will run cooler, quieter, and use less power. But just talking performance, it will lose to the 290.
But yes, thats a terrible comparison where they seem to put the smallest value on actual performance differences (plus using Civ 5 decompress as a big factor...really?). Stick to reputable sites for comparisons and reviews.
http://www.anandtech.com/bench/product/1068?vs=1037
I mean the 770 is a nice card and all for its price point, dont get me wrong, but its not going to touch a 290 in performance. If you want a blower style cooler to exit heat out the case, then certainly stick to Nvidia's reference NVTTM coolers.