The first reviews of the R9 290X have emerged, and apparently it's hitting the market at $549, which is a big surprise! It trades blows with the GTX 780 in most games, and tends to pull ahead in synthetic benchmarks. The competitive pricing of the 290X will surely bring Nvidia back to reality with their pricing, as AMD have now got cards that are ~$100 cheaper than Nvidia in the top 3 tiers of GPUs.
To rhobin_16, you won't need anything with this much power if you're going to play at 720p. Definitely wait until BF4 implements Mantle support this December, and after Nvidia brings out the 780Ti to settle the dust a bit. Who knows, you might be able to run BF4 with buttery smooth performance using a 270X of around $199.
Here are the links to a few of the 290X reviews:
http://www.youtube.com/watch?v=7W8T8t1A6q0
http://www.youtube.com/watch?v=ZBNJIMihePg
http://www.youtube.com/watch?v=-lZ3Z6Niir4
Would I be interested in the 290X? Probably not, because of my specific needs and restrictions. I have a mini-ITX system in a Fractal Design Node 304, so it's not the most ventilated setup, and anything producing 90°C+ will simply cook the rest of my system. Even if I find an aftermarket version with a significantly better cooler, the power draw is still simply going to melt my 550W power supply. My eyes are settled for now as I await the arrival of the GTX 800 series next year.