I can't even comprehend how you could consider an i3 equal to the FX 8320, put aside superior, so I'd prefer to not discuss this topic further as I can see that we have radically different opinions regarding the subject which are unlikely to change.
The R9 390 seems a very appropriate replacement to the GTX 970 though - with 6 GB VRAM becoming the new standard, 8 GB provides quite an advantage over 3.5 GB. The R9 390 seems like a more powerful option for a slightly higher budget range than the GTX 970, although I do agree that the GTX 970 is one of the few cards that are actually worth their price. Regarding the drivers, that's a matter of games and opinions. I also never use any dedicated cooling, but I don't really have a problem with heat intensive components. Apart from that, the GTX 970 really doesn't offer any other features over the R9 390.
Regarding the Fury cards, I am really excited as well by this new HBM tech, it was about time something shook up the market and the constant cycle of selling overpriced rebrands. Hopefully AMD can start some serious competition against NVidia so we can stop getting ripped off. Also, is it a typo or is a 990 Ti actually on the market? Because I haven't specifically heard of such a card, but it could be interesting.