At this price point, the GTX 980 beats AMD's Radeon R9 290X in everything: price/performance, absolute performance, performance per watt, power consumption, heat, and noise. The only thing the R9 290X has going for it is its lower price, which I hardly find convincing, especially with the GTX 970 being cheaper and faster. The GTX 970 at $330 is a steal, really. It is not that much slower than the GTX 980, still beats AMD's R9 290X, with better pricing, and brings all the amazing power consumption improvements of the GTX 980 to the table. Simply put, the GTX 980 is the premium product to the GTX 970, and you'll have to pay for that. NVIDIA has declared the GTX 780 Ti, GTX 780 and GTX 770 as end-of-life, so you might find those cards at discounted prices. Personally, I wouldn't upgrade from anything more recent than the GTX 680, but users of older cards should definitely look at NVIDIA's new products. Oh, and AMD seems ******.