Unless you do triple SLI/CrossfireX, you won't be maxing out games 5 years down the road.
I would get the GTX 770 since the r9 290s do get hot so if you don't have good ventilation in your case then the gtx 770 is best.
You gaming at 1080P?
EDIT: Didn't see that the r9 290 = a GTX 780 so yeah get the r9 290. Even if your computer has a little bit of bad airflow, fans 120mm are $20 or less these days.