ZeusGamer: Nice to see a properly balanced reply instead of the usual fanboi type response.
Truth be told the value is in the deal but USUALLY the R9 290 is less expensive, and just pips the GTX970 in bang per (your currency here) because of it.
Check prices closely, because here in the UK it's possible to bag a R9 290X for the same as a decent GTX970, if it's the same where you live the extra performance of the 'X' card tips the balance of price/performance in favour of the Red Team.
As a rabid, mouth foaming, snarling AMD fan of long standing it pains me to say this but the GTX970 is the better all round product though.