The 770GTX and the 280X (essentially a 7970) will perform similarly. They trade blows depending on the game. The 770GTX has PhysX, the 280X has Mantle and TressFX (which no one really cares about). Mantle only has support in a couple of games so far with some developers committing to updating their games to support it, or develop their new games with it. PhysX is used in quite a few games already.
One thing to consider, although the 280X can be cooled to the point that it's as cool and quiet as the 770GTX, it doesn't change the fact that it uses more power. CrossFire will double that difference. So one thing to consider on whether or not to go SLI or CrossFire, it's going to take more power to go CrossFire and thus it will likely cost you marginally more on a PSU and a little more on your electric bill. If either of those don't really matter to you, then get which ever peaks your interest. One upside (maybe to some) is CrossFire doesn't require a bridge anymore, so one less thing to worry about.