I'm debating whether to ditch my sapphire 290 reference for a nice 970. My 290 only cost me 194 squids with warranty. Don't think i'd lose much on it?
Look.
The Gelid Icy Vision goes cheap. Less than £30.
And the Icy Vision enhancement kit for another £10.
That is £40-£45 to change the cooler, lowering noise and heat while improving performance and overclocking headroom.
Alternative you sell a perfectly awesome card, for a GTX970 that is going to obsolete in 6 months time, since it will be replaced with the 20nm ones. (same applies for AMD R9 cards also).
If I was you, I would change the cooler and look for an upgrade next year if there are cards that deliver 50% more perf than the current one you have.