970 is the best bang for your buck right now if you can get your hands on one. Otherwise, 780 and 290x trade blows.
FYI I have not heard of many noisy 970s. They are power efficient so they don't need loud fans.
The deciding factor is going to come down to you. Perk wise AMD cards have mantle, OpenCL, FreeSync, and HSA. Nvidia cards have PhysX and G-Sync.