The 960 is a dog ....it's the 1st nvidia x60 card that in SLI can't beat the x80. The 970 is the story of this generation of 9xx cards, the 960 / 980 no where near as much. Two 970s outperform the 980 by 50% and can cost as little as %50 more). The 290 and 280 are the more relevant cards or AMD.
The 970 memory thing is a "fake rage" issue. The only real beef is that nvidia did not disclose that the 4.0 GB of RAM was divided into two segments of 3.5 and 0.5 GB. The card still performs exactly as it always had performed and reviewers you really have to go thru convoluted series of steps to **create** a problem and most reviewers have trouble doing so.
http://www.guru3d.com/news-story/middle-earth-shadow-of-mordor-geforce-gtx-970-vram-stress-test.html
Overall you will have a hard time pushing any card over 3.5 GB of graphics memory usage with any game unless you do some freaky stuff. The ones that do pass 3.5 GB mostly are poor console ports or situations where you game in Ultra HD or DSR Ultra HD rendering. In that situation I cannot guarantee that your overall experience will be trouble free, however we have a hard time detecting and replicating the stuttering issues some people have mentioned.
Ifv this was a real issue, one would expect sales to be significantly impacted. However, since the story broke, the 970 has outsold all AMD R9 / R7 series cards combines by a factor of 3.3 to 1.
In that time, the 970s market share has increased by 0.66%.... all AMD R7s and R9's combined have increased their market share by 0.20%.
I'm not saying that performance wise, there's anything wrong with the AMD cards.....
the AMD 290x loses by just 3% to the 970 overall in TPUs gaming test suite "outta the box" (1080p) ...with both overclocked, that lead grows a bit
the AMD 290x wins by 3% compared to the 970 overall in TPUs gaming test suite "outta the box" (1440p) ...with both overclocked, that lead disappears and it's close to a wash w/ a hair of a lead by the 970
the AMD 290x wins by 5% compared to the 970 overall in TPUs gaming test suite "outta the box" (4k) ...with both overclocked, that lead remains with hair of a lead over the 970.
With those small differences and current pricing, what it will come down to is what special attributes of each family matter to you ?
-Shadowplay, G-Sync, PhysX versus Mantle, Freesync
-An extra 200 watts of PSU needed for the 290xin CF versus SLI 970s (100 watts w/ single card) affects PSU and electric costs
-An extra 200 watts of heat produced for the 290x (100 watts single card) affects cost of case cooling and room temps