Are you suggesting that people returning their GTX 970s would willingly replace them with 4GB GTX 960s? There is no way in hell a GTX 960 could come close to the performance of the 970, no matter the amount of VRAM. If this actually happens, I don't even ... gah. People can be incredibly stupid.
No idea where you came to that conclusion from.
The thread is about someone replacing an HD 5770. From the OP :
"I would like to stick to $200 max, though lower is better....
...it needs to work with my existing 630w psu which has a limit of 25A on the video card rail (300 watt). It also must run off the existing 6-pin connector. "
Strictly speaking 970s don't qualify, neither do R9 290s, for both price and dual 6-pin reasons.
If we take the single 6-pin limit as stated then the most powerful card you can get today is a 960. AMDs fastest qualifier is the R9 270.
Already noted that even though it only has one 6-pin, the 630W is probably powerful enough to drive R9 280X / 290 provided one is careful about which rails are being used for the molex. But those cards are also above the price limit.