According to Tom's Hardware "Best Graphics Cards for the Money" August 2012 edition, the GTX 670 is the only card over $400 that they give full recommendation.
http://www.tomshardware.com/reviews/gaming-graphics-card-review,3107-6.html
It's impossible to say one is "faster" than the other. There are plenty of reviews showing a reference GTX 680 trading the performance lead with a Ghz edition 7970 depending on the game. Let alone a custom factory overclocked 680, which would be my personal preference.
So the way you make this decision is to look at benchmarks for the actual games you intend to play. Certain games will favor one over the other.
Then decide if you place any value on the extras that come with the Nvidia ecosystem: PhysX, Adaptive VSync, FXAA, TXAA, better driver support, Turbo Boost, and lower power consumption. If your games prefer AMD cards and you place no value on the Nvidia extras, then you truly deserve to buy that AMD card.
Just in case you can't make up your mind, here is a description of the PhysX effects in the upcoming Borderlands 2 game. It's really one of the few things that you can definitively say that one card has and the other doesn't.
http://physxinfo.com/news/7865/borderlands-2-will-be-enhanced-with-gpu-physx-effects/