For the price the 290x and 290 are great. I like green, and the 970 is a great too! I think the prices right now are pretty amazing for any of the three mentioned.
My vote goes to the gtx 970. Near 780ti performance for $350 with lots of potential to overclock because of how cool it stays. However, with the recent price drops of the 290 that is also a good contender. But nvidia is now offering far cry 4 or AC unity with the purchase of a gtx 970, so I would go with that.
For the price the 290x and 290 are great. I like green, and the 970 is a great too! I think the prices right now are pretty amazing for any of the three mentioned.