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Thats becuase this is not breaking 2Gb of Vram.
Try a game that DOES use more than 2Gb of Vram for textures. Shadow of Mordor etc... the point is this - 2x960 = more raw horsepower than a 970. However, in game when you enable those ultra textures such as in AC Unity or another game that requires more than 2gb of vram for textures, the 960's would stutter and choke as textures are moved in and out of memory. The 970 on the other hand would not.
Bloody hell, the 980 is a hell of a jump up from the 970. you can almost sli 2 970's for the price of one 980.
I'd be upgrading the power supply that's no issue at all, something like an 850W EVGA one or something. I also want to go water cooling because it looks awesome.
I'm slowly building a 4K system so the 970's would have no problem running 4K later on down the line. And i would like to future proof myself as much as possible.
Thanks guys, i appreciate it

I'm slowly building a 4K system so the 970's would have no problem running 4K later on down the line. And i would like to future proof myself as much as possible.
Whilst two 970's are capable of 4K, they certainly don't breeze it and typically average about 45FPS on demanding games at high settings. If you are definitely thinking of 4K then you might be better off going for 980s or holding off for AMDs next release.
Personally I'd recommend forgetting about 4K for now and then think about it in 3-4 years times when it's slightly more mainstream. Or go for 1440p which still looks great but is much more affordable.
Using G-Sync helps.
Using G-Sync helps.

Definitely. But from what I've heard, going below about 45FPS is still pretty jarring
From experience its not as it rarely drops below 45fps.