Here in germany I pay 260 for a 290, 299 for a 970 GTX and 323 for a 290X.
And the 970 performance is between both.
But not to mention that Maxwell takes far less power, has H.265 decode, HDMI 2.0, offers some DX12 Hardware Features and already a usefull DSR-Option.
From a price perspective, Hawaii is losing hard for me.
And many other people think so too, I don't care if the Nvidia Card costs me 20-50 bucks more for similar FPS, because mostly Nvidia offers me more things which are also very important.
So in the end, personally, Nvidia offers me even a better price.
But of course, things like the Titan, 980 and 780 Ti, are just highly overpriced to milk the enthusiast.
You can't get the best products from Nvidia so easily, as from AMD.