The issue with the 290 and 290X vs the GTX 770 and 780 is that the 290 users more energy, has much more heat, and depending on mfg. generally has a larger PCB. In addition the 290's are super hard to find at MSRP due to bitcoin mining demand raising prices.
If you have a large case with good cooling and a hefty power supply, can find the 290/X at MSRP and get one with a non-stock cooler and have a power supply worth it's salt then it is a great choice.
When I got my card the price 990/x could not be found near MSRP for non-stock cooler model. So instead I got the GTX 770. I'm very happy with it and I paid some money for an upgrade program so I can upgrade to the GTX 870/880 at when that comes out for only the price difference vs what I paid at the register.