Our experiment with early testing of high end graphics cards on a 4K display has definitely been interesting. After using $3000 graphics card configurations on a 50-in 3840x2160 monitor it is going to be a struggle to go back to smaller display and single lowly graphics card. But alas, that is part of the job!
Problems creep up for the Radeon HD 7970 if you consider going to the route of SLI or CrossFire. While the GTX Titan and GTX 680 scale very well in most of our titles at 3840x2160, the Radeon HD 7970s in CrossFire suffer from runt frames and high frame time variance that result in either much lower than expected animation smoothness and/or stutter. The GTX cards in SLI do not have this behavior resulting in a much better multi-card scaling proposition. Yes, the prototype driver would help the HD 7970s out quite a bit, but that option is still weeks or months away.
If we take into account the prototype driver for the Radeon HD 7990, it makes a good case to take that spot away from the GTX 690. With much more even frame distribution, the dual-Tahiti card looks like a better option in several games even though there is still much work to be had for the driver team to produce frame times as evenly as NVIDIA SLI does. Long story short, even if the prototype driver were available today to consumers in its current form, I still think the GTX 690 would have the advantage. But AMD is on the right track and with some more development they could make their card the better choice.