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I wouldn't pick an Asus card or to be honest any Asus product as their RMA service is one of the worst in the business.
Emm,by the time you sold the R9 290X and paid for a new GTX970 its unlikely the lower power costs will actually add up - how many hours of games do you play each week OP?? If it is a reference R9 290X card,wouldn't getting a better cooler solve any noise problems??
If you sell the game code,your friend could get a GTX780 for under £180 delivered and that is one with a UK RMA base.
How many hours of gaming a week minimum 84 hours it adds up, going from a 300w card to a 145w card will make a difference, especially with the other changes plus funds to do this has come from selling old hardware I had so no real cost to me.
84 hours a week may seem a lot but remember we are stuck in the house 23/7 due to wife's disability and me being her primary carer, I wake up at 6 go to bed at 12 only so many books and films you can watch over 15 years games are a great release from all of that.
With all the changes factoring in the new psu's cards and systems, removal of items we are actually saving £40-50 per month in electricity.