Help me pick a new GPU

Solution
I'd take the GTX 970.

Both cards will trade blows from game to game, but the 970 offers the same performance whilst remaining cooler and quieter.

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I tend to only upgrade when i need to, meaning I needed the card with the best longevity. So for me, the 390 was an easy choice. If I were planning to replace the card in a year, I'm not sure what I would have chosen as both perform about the same and I don't use or care about nVidia's software.

Basically, either is fine if you plan to upgrade again soon, otherwise go for the 390, but a 390 with a good aftermarket cooler.