I got antsy today and ordered an EVGA 780 superclocked with ACX cooler, and am going to go ahead and sell my EVGA 670 FTW, for a total cost of about 200 bucks for a pretty big upgrade that I can SLI into insanity in the future. The 780 also came with 3 AAA PC titles free, Arkham Origins, the new Splinter Cell, and Assasins Creed; Black Flag which looks awesome. I will likely give away the codes for Arkham, and Splinter cell though.
The only reason I didn't go with the 290x is that the 780 was 100 bucks cheaper for a non-reference (aftermarket cooler designs), while being within a hair of performance, and the non-reference cards for the 290x wont be out until January, and then will command another 100 dollar price premium. I think for the 200 bucks, and the fact that I was antsy to get it (2 day shipping via Amazon prime ftw) and the 290x reference cards having some major heat/noise issues I made the best choice for now.
Also, my current PSU can handle two 780s, but not 2 290xs.