you guys are all right and all wrong. lol.
1) yes, a single card is usually better to get then SLI.
a) IF, you currently have no card and the prices for each setup are equal. if you already have a card to SLI, then its not always the case
2) many people still think cards scale at like 70% (usually its people who havent SLI'd in a couple years or ever), with the latest drivers this year i have seen scaling in the high 90% area, if not 100%
i see is that it is usually drastically cheaper to go sli, so as long as you already have a good PSU then you could always save some money. i bought (2) 660's for under $300 over a year ago (they were actually even less when i sold the batman games they came with). at the time, and even right now, thats a great bang for the buck compared to a single card that could give me similar performance.
now to answer his question, is it worth upgrading from 660 SLI to 970. depends on how much you can get for your 660's. personally, i would put a "worth" of the ugrade at a max of $50 out of pocket (for maybe a 2-10% performance gain)
reason i came to this thread, Tigerdirect has the asus 970 STRIX on sale for $340 and i wanted to see what the difference is, now that i know, i can wait. i would need to make over $300 on my 660's to make it worth it, i doubt i could make that much, so for now i will wait.