Personal experience, this is indeed true. I have another pc using some of my older parts (FX-8350), I tried my friend's reference GTX 970 replacing the GTX 760... heaven benchmark BARELY increased. Min. FPS went up 2 FPS, Max FPS + 5 FPS, Avg. FPS + 2. Not enough of a different for me to purchase a new card for friends who come over.
Although not a big deal, the 8350 in the machine is at 4.5Ghz