Some will say that the recent price drop of the 7990 make it worth it over a GTX 690. The reality is, the card is still overpriced. The 7990 was discontinued after only a couple months on the market. It is simply not a desirable option for several reasons, frame latency for one, which hasn't been completely fixed. The 7990 is also plagued by epic coil whine that Tom's Hardware describes as a "parasitic noise".
http://www.tomshardware.com/reviews/radeon-hd-7990-review-benchmark,3486-15.html
TechPowerUp described the noise this way:
"What is a major issue, though, is the extremely annoying coil whine the card emits as soon as it runs a 3D application. The whine is generated by resonating power circuitry coils and is a problem that can be resolved; it's just an engineering challenge. NVIDIA did so for the GTX 690 and GTX Titan; both cards don't have such coil whine issues. On the HD 7990, however, it is very apparent, and I don't understand how AMD missed such a glaring problem. I talked to five other reviewers and they all confirm it, so it's not an isolated issue. What makes the whine even more apparent is that it is constantly changing pitch and volume, drawing your attention to it by effectively overpowering the fans' "whoosh" sound."
The driver support is so bad, it also prompted this rant from TechPowerUp:
"However, we've also seen many games that do not scale well, and they make up a significant portion of our tests. Out of eighteen titles, five did not scale, or worse, showed negative scaling. These are not small titles, but big AAA games: Assassin's Creed 3, Batman: Arkham City, F1 2012, StarCraft II, Skyrim, and World of Warcraft. What really surprises me is that this long list is the same as the one we had with our reviews of HD 7990 "New Zealand" implementations by board partners, like the ASUS ROG ARES II and PowerColor Devil 13. So either AMD does not care or can't fix CrossFire support with these games millions of people play."
http://www.techpowerup.com/reviews/AMD/HD_7990/31.html
On the other hand, the GTX 690 is more expensive, but clearly a better option than the 7990. It is quiet, has very good driver support, it is still the most powerful video card you can buy, and it comes with the full benefits of the Nvidia ecosystem, of which you are fully familiar.