Personally I'm looking to go from my 780ti sc to a 970 (being allowed to return it) then going to try and live with it until a 980ti or something. It's half the price for similar performance...I can't do double for 10-15%.
Maybe I can, but I shouldn't atm.
Why? Your 780ti is a better card than the 970. Edit: nvm didn't see you paid so much for the 780ti.