That's entirely subjective of course. One thing is clear, is that 290 and 290X will benefit tremendously from better coolers - so whenever the aftermarket editions arrive, we'll see the true muscle of the Hawaii chip. That being said when you're talking better overall product, like I said - subjective. There are a lot of metrics to consider such as software, value added features, acoustics, etc etc etc and it all adds up in the total package. Having used NV for a while I see why people really like NV. It's just really polished with tons of little touches - I hope AMD pushes software harder, they're not up to NV's level yet, although they've improved in the past year.
I do agree that the 290 is a hell of a card for 400$, but as i've said 100 times I can't believe AMD threw that cheesy cooler on there. Both the 290 and 290X could have been 5 out of 5 star GPUs with nary a complaint with a better reference blower, but now we are where we are. Look at how many reviews on the web lament the cooler. Look at how many posts on this forum make mention of the cooler. AMD could have entirely prevented this but they aren't focusing on the entire user experience with their reference cards, and I really feel that they should. Yet, I guess that can be overlooked by most folks given the incredible price/performance of the 290, though.
I'm just torn on the 290 and 290X. I was pretty excited to see what AMD had prior to launch, and I wanted to like them - performance wise I do like them. A lot. As far as overall package though? Man, AMD should not have put that plastic blower on these cards.