Here is also another argument: in the games that support SLI, 2x 970 will trump 980, and more often than not it is the diff between playable and unplayable. In games that don't, the difference isn't that large, usually not the difference between playable and unplayable.
assuming 50% scaling for two 970's, it will beat a 980 by about 30% (the better the scaling, the greater the difference), a single 970 is about ~15% worse than a 980.
However, this argument ignores taking into account that your rig must support SLI.