I'm having trouble picking between the two cards. In my opinion both have their plus sides (8 Gb vs 4/ 3.5 Gb etc.) but I have no idea which one I should actually buy when it comes down to it. I'm impartial to either brand but cooling is a bit limited which could be the deciding factor of the two cards. At the moment I'm sort of just siding with whichever one would be cheaper when I buy it, which probably isn't the best thing to do. I'm looking for a future-proof card wanting the computer to be getting consistently good fps, but I won't be playing in extremely high resolutions like 4k: only really 1080p or 1440p. I know the 970 was branded as the 'King of Price to Performance Gaming' but is it still that way? Any help would be appreciated as I really can't choose between the two of them.
The rest of the build if you wanted to know
CPU: i5-4690k
MoBo: MSI Gaming 6 Z97
RAM: 2x4Gb Corsair Vengeance Pro
Storage: WD Caviar Blue 1Tb
PSU: EVGA SuperNOVA NEX 80+ Gold 750 Watts
Cooler: Cooler Master Hyper 212 EVO
The rest of the build if you wanted to know
CPU: i5-4690k
MoBo: MSI Gaming 6 Z97
RAM: 2x4Gb Corsair Vengeance Pro
Storage: WD Caviar Blue 1Tb
PSU: EVGA SuperNOVA NEX 80+ Gold 750 Watts
Cooler: Cooler Master Hyper 212 EVO