The 970 is an absolute beast at 1080p and handily beats any AMD offerings.
No, it doesn't. At 1080P, R9 290X reference and reference 970 are basically tied. The review you linked is rather old as drivers and games have moved on from that point and secondly, you are using an after-market 970 against a stock
thermal clock throttling reference R9 290/290X cards AT uses.
http://www.sweclockers.com/recension/20193-nvidia-geforce-gtx-titan-x/18#pagehead
Computerbase has 970 beating 290X by
3% at 1080P. That's "handily" to you?
TPU has 970 leading 290X by
2.5% at 1080P in recent reviews.
When we are talking 2.5-3%, that's not the determining factor in GPU selection. Things like game bundles, GPU warranty, price/performance and features start to matter way more. In this case, the lower power usage of a 970, longer warranty than some of AMD's AIB partners such as Sapphire, and TW3 game bundle come into play. However, performance isn't at all a factor here because 290X and 970 are basically identical. Not only that, but you are only looking at FPS and ignoring FCAT where 290X often outperforms the 980, nevermind the 970. So really, performance is absolutely not a factor to pick a 970 over the 290X at 1080P.
Also, right now there is an awesome deal on the Gigabyte 970 for $295 but usually 970 hovers at $310-320 for a good card. Compared to a $240 XFX R9 290, it's not even a competition in terms of price/performance. Nearly 33% more expensive for < 10% increase in performance is a bad deal.
The thing is tech spot tested at 1440p/4k with 4x MSAA. There AMD cards are indeed a lot faster and 3.5 GB could be an issue there.
Ya, that is exactly a big factor that people forget. That 50% advantage in Metro or w/e is at 2560x1600. It's been shown many times that once you crank MSAA at that rez, 970 can fall apart badly. It's clear in this video
Jay does where 970 stutters/bombs in Shadow of Mordor. The game is basically unplayable with MSAA on a 970 due to a VRAM bottleneck.
If the OP is gaming at 1080P, this isn't a factor.