Thanks for the help!
The BIOS wouldn't update using the program in Windows.
What I did instead was load the files onto a bootable USB flash drive (formatted in FAT32 for those of you that read this later) and update the BIOS from there. I extracted all of the downloaded BIOS files onto the computer and then I moved it over to the flash drive and booted the flash drive on startup, very easy.
Everything seems to be in order now, the 7970 is working perfectly. The only thing I need now is an active display port to DVI-D adapter to drive the 3rd display (I have 2 working right now). I was afraid that I had a DOA card, turns out it was just a BIOS issue, that's a relief.
Once again, thanks for the help.
Consider this problem resolved.