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I just upgraded from a 680 gtx to a XFX r9 290x boost edition and i got it for £300. and i think image quality is a lot better, its like everything is more defined so u see all the details better
When I first got my cards I thought the same thing regarding the quality but I put it down to me being overly excited. Clearly it's not just me then and I wasn't just imagining it.
I went up from a 670 and things like text became a little clearer and the depth of colours just blew me away in game.