RedJaron :
The 960 is markedly below the 280X in performance, especially at resolutions above 1080p. Even the regular 280 can top it in some games and detail settings. The extra heat is not a problem in most cases. ITX is the only place heat from the 280 and up would be a concern.
NVidia may have an advantage in electrical efficiency right now, but they have no compelling GPUs between the 960 and 970, and that's a huge performance gap. The 280, 380, 280X, and 290 all offer better performance than the 960 and cost less than the 970. That's only one reason you should consider AMD cards.
8-15% better according to this site:http://www.game-debate.com/gpu/index.php?gid=2826&gid2=1914&compare=geforce-gtx-960-gigabyte-g1-gaming-2gb-edition-vs-radeon-r9-280x-gigabyte-3gb-oc-edition
In terms of overall gaming performance, the graphical capabilities of the AMD Radeon R9 280X Gigabyte 3GB OC Edition are very slightly better than the Nvidia GeForce GTX 960 Gigabyte G1 Gaming 2GB Edition.
The GTX 960 has a 241 MHz higher core clock speed than the R9 280X, but the R9 280X has 64 more Texture Mapping Units than the GTX 960. As a result, the R9 280X exhibits a 48.6 GTexel/s better Texture Fill Rate than the GTX 960. This still holds weight but shader performance is generally more relevant, particularly since both of these GPUs support at least DirectX 10.
The GTX 960 has a 241 MHz higher core clock speed than the R9 280X and the same number of Render Output Units. This results in the GTX 960 providing 7.7 GPixel/s better pixeling performance. However, both GPUs support DirectX 9 or above, and pixeling performance is only really relevant when comparing older cards.
The GTX 960 was released over a year more recently than the R9 280X, and so the GTX 960 is likely to have better driver support, meaning it will be more optimized for running the latest games when compared to the R9 280X.
Both GPUs exhibit very powerful performance, so it probably isn't worth upgrading from one to the other, as both are capable of running even the most demanding games at the highest settings.
The R9 280X has 1024 MB more video memory than the GTX 960, so is likely to be much better at displaying game textures at higher resolutions. This is supported by the fact that the R9 280X also has superior memory performance overall.
The R9 280X has 175.8 GB/sec greater memory bandwidth than the GTX 960, which means that the memory performance of the R9 280X is massively better than the GTX 960.
The GeForce GTX 960 Gigabyte G1 Gaming 2GB Edition has 1024 Shader Processing Units and the Radeon R9 280X Gigabyte 3GB OC Edition has 2048. However, the actual shader performance of the GTX 960 is 1803 and the actual shader performance of the R9 280X is 1915. The R9 280X having 112 better shader performance and an altogether better performance when taking into account other relevant data means that the R9 280X delivers a massively smoother and more efficient experience when processing graphical data than the GTX 960.
The GeForce GTX 960 Gigabyte G1 Gaming 2GB Edition requires 120 Watts to run and the Radeon R9 280X Gigabyte 3GB OC Edition requires 250 Watts. We would recommend a PSU with at least 400 Watts for the GTX 960 and a PSU with at least 600 Watts for the R9 280X. The R9 280X requires 130 Watts more than the GTX 960 to run. The difference is significant enough that the R9 280X may have an adverse affect on your yearly electricity bills in comparison to the GTX 960.
All that is paper,and the heat from 280X is real, however in real world The r9 280x isn't that much faster than the GTX 960, in some games the GTX960 actually pulls ahead:http://www.ocaholic.ch/modules/smartsection/item.php?itemid=1633&page=3
Take into account that the FPS at 2160p resolution with 280X in Battlefield 4 are 18,62 FPS(ASUS Radeon R9 280X DirectCU II), so you can not play at all with that FPS anyway.
So, the GTX960 is a 1080P card not above, wich is the most common resolution nowedays, and the extra 1-2FPS performance from 280X at higer resolutions does not matter to me(at least for now as I just said before).
For my opinion the R9 280X for 1-2 FPS more than GTX960 at 1440P (ASUS GeForce GTX 960 Strix 2GB vs ASUS Radeon R9 280X DirectCU II) that huge extra heat and elevated TDP IS NOT JUSTIFIED AT ALL, it is NOT whorth.
And for NVIDIA card is REALLY worth the performance it offers with only 120W TDP is just unbeatable.
When GTX960 Ti and GTX965Ti come, then you have your compelling GPU between the GTX960 and GTX970.