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Well, I'm not that much in that discussion because I'm mainly a NVidia guy (better hardware drivers). Anyway, I don't see a 970 as a bad thing even if you want just 1080p. Games requirements are getting higher after the new gen and having a little extra fat available for that price so you can keep going in 1080p at high settings for some years is a sweet deal for the price. I wouldn't buy a weaker and cheaper GPU simply because I would have to replace it way sooner than a 970.

The only strange thing here is that I think that the 900 series can really take some market from the Titans and looking at profit margins it can be a hard deal for NVidia.