The image is right there... are you using some kind of 'new math " ?
Do the math 130 % / 96 % = 1.35 it's 35% faster no ifs, ands or buts
Now add in the fact that the R3xx series are aggressively overclocked in the box and have very little overclocking headroom by comparison. As we can again see here from the same reference
http://www.techpowerup.com/reviews/ASUS/R9_380X_Strix/26.html
Overclocked the non reference Asus Strix gets 60 fps when overclocked versus 55 fps for the reference 380x.
60 / 55 = 1.091 or 9.1% OC .... the GTX 970 OC's 17.1%
So take that 35% advantage "out of the box" and overclock both cards and we have an actual difference when overclocked of
1.35 x 1.171 / 1.091 = 1.45 or 45% faster. When something is almost 50% faster than that is, "by definition, "far apart. If it was a race (100 yard dash) .... the 970 is at the finish line when the 380x is only 69 yards down the track. If it was the mile race, the 380x has 1,639 feet to run.
The 390 makes it closer but still comes in behind the 970 ... again the gap widens when both are overclocked (1.17 / 1.08)