I don't get what all that 4k is all about. Neither 290X nor 980 are powerfull enough to properly run games in 4K. Maybe if you reduce the details to nothing. The successors won't fair much better. Current gen GPUs can barely handle 1080p for current games on ultra and proper AA. Until single GPUs are properly beefed up 4K will be for dual GPUs only. And if you're going dual GPU, the vendor or price doesn't really matter anyway.
AMD petty much had and will probably always have the edge when it comes to price/performance and fast memory speeds. Until Nvidia realizes that you actually need high memory bandwidth for high resolutions.
I will look forward to the 390X vs 980ti duel.
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