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I am looking at the 770 scores and seeing a 680 only under the hood. See what prices are and it could well save you money grabbing a pair of 670's or even 680's. I understand the shiny thing, as I am terrible but unless you are big into benchmarking, I would avoid unless the 770 is cheaper than a 680 or the 780 is around the same price as the current 680.
Indeed, if the 700 series turns out to be horrendously expensive - then I shall be looking at 670's/680's instead. We'll see in a couple of days time I guess.
... But those Titan-like coolers do look nice