the 690. xfire is broken, though 2 7970s in theory would be better then 1 690, (by about 10-20%) in reality, since xfire is broken, they are not.
frankly x2 or x3 7970 are no better then 1 7970 (that's how bad xfire is broken)
LOL funny...
but true. xfire is broken. it will shove out high fps... but the frames are "partial" frames, those frames will come in spurts as well, when controling for the partial frames and the frame latencies, the "true" fps of a xfire'd 7970 is about the same as a solo 7970.
That said if you use vsync all that extra horsepower DOES come out... and you start to see an advantage to xfire again. of course there still is the issue of vsync and imput lag...
2) There is no way you should even be considering these two options right now with the GTX 780 being released in two days. It will either become an option for you or will at least have an impact on pricing for other options.
3 way crossfire would be disaster. if you must go with amd dont go beyond 2 way. also as far multi gpu are concern nvidia clearly has the advantage right now in this area. not that i say cf is totally bad but in some aspect they still need fixing. also with 3 7970 you would have to think about your psu as well.